Was my advertisement viewable by the end user?” When we look at quality, theres quality of context, theres quality of application,” he states. How are people communicating with the advertisement, and how does that relate to the general impact of the advertisement?”
More than a years ago, a small group of vendors emerged to assist answer a single online marketer question: Did my advertisement run when and where the publisher promised?
Because then the confirmation category has actually progressively expanded into adjacent locations. Was my advertisement viewable by the end user? Was it served to a live human? And is it appropriate and/or safe for my brand name?
All of these measurement capabilities are truly simply features that serve a larger essential function, DoubleVerify CEO Mark Zagorski says today on AdExchanger Talks.
” The future of our company is … more about the quality crucial and how it connects to efficiency,” he said. “Lately a lot of that performance necessary is around brand security,  ultimately its about making sure advertising happens in a high-quality environment because quality eventually drives performance.”
If measurement in the future is about tracking the quality of advertisement direct exposures as a proxy for advertisement efficiency, where do the spaces in “quality measurement” still exist today? Zagorski says future innovation might concentrate on gathering information about advertisement interactions.
” When we take a look at quality, theres quality of context, theres quality of execution,” he states. “The last part of it is whats the level of engagement? How are people communicating with the advertisement, and how does that relate to the general impact of the ad?”
In this episode: How widespread is CTV scams? Are walled gardens playing great with verification suppliers? And what does “brand name viability” mean anyway?