From viewable to verified: Here comes the next phase of audience-based buying
Viewability has become the standard within the display advertising industry, so what's next? Contributor Erik Matlick discusses how audience verification will change the display landscape.
Outsiders often describe the business of MadTech (marketing and advertising technology) as the “Wild West” — and with good reason. The companies in this industry push boundaries to innovate, and as a collective, often push back against attempts to standardize or regulate that innovation. Take viewability as an example.
The drive toward viewability standards was initially met with fear. Reports about fraud and hidden pixels sparked some very uncomfortable conversations between advertisers, agencies and publishers — but they also led to the growth of a new facet of the industry and a market for companies like MOAT and Integral Ad Science.
But knowing that an ad was viewed or clicked on by a human is just the first step in legitimizing the business of audience-based buying and eliminating waste. What’s next is having independent, third-party validation of the audience each campaign was supposed to reach, as well as the dataset behind the targeting.