How AI is reshaping the world of ad verification 

Sara Maskivish at Protected by Mediaocean explains the role of AI in protecting brands from the evil forces of ad fraud and brand safety risks

 

Let’s face it, AI is the new kid on the block, and it’s got some seriously impressive tricks up its sleeve. From crafting captivating stories with ChatGPT to conjuring stunning visuals with DALL-E, AI is shaking up the marketing world like a kid in a candy store.

 

But hold on a second, isn’t AI supposed to be the opposite of authentic? How can a machine, cold and calculated, help brands connect with real people? Well, buckle up, because AI is about to rewrite the script on ad verification.

 

So, if ever there was a time to invest in understanding the role of AI in ad verification, it is now.

 

Are advertisers growing frustrated?

To understand the current model of ad verification, we need to consider the recent closure of Oracle Advertising, and the Moat service, which points to a trend of increased market dominance by a few key players, potentially reducing competition and innovation. 

 

It’s also important to look at the two largest players in brand safety, IVT and viewability and how they currently favour a “negative” model based on blocking and exclusion. 

 

While this approach to ad verification helps mitigate threats, it often casts too wide a net, unintentionally blocking safe and relevant content that could be valuable to advertisers, not to mention the added fees for this safety net.  Meanwhile, publishers face the misclassification and unfair demonetisation of their inventory – all because of what could be an arbitrary keyword match.

 

This risk-averse strategy has left both advertisers and publishers frustrated, as valuable ad placements are often overlooked. In a recent survey of 100 marketers conducted through TechValidate, 87% believe the industry needs to restore trust between buyers and sellers when it comes to ad verification. 

 

It’s time for a fresh perspective on ad verification. The industry has a unique opportunity to reimagine ad verification. By prioritising precision, and leveraging AI, we can achieve a more balanced and effective approach. 

 

Is AI the superhero of ad verification?  

While AI has been a secret weapon in the ad verification arsenal for a while, it’s now stepping into the spotlight. With its super-powered ability to analyse massive amounts of data in the blink of an eye, AI is safeguarding brands from the evil forces of ad fraud and brand safety risks. 

 

By giving websites and apps a brand safety score, AI helps advertisers avoid the bad neighbourhoods of the internet. It can also sniff out fake traffic and click fraud, protecting ad budgets from digital bandits.

 

In addition, AI can understand the nuances of content in real time, making sure ads appear in the right places, at the right time, and with the right crowd. Instead of AI being the opposite of authentic, its utilisation is helping brand safety get personal - allowing advertisers granular control to accurately exclude the very specific content that doesn’t suit them, without over-blocking and without losing reach. 

 

So, while AI may not wear a cape, it’s definitely the hero we need to keep the digital advertising world safe and sound. 

 

What’s the path forward for advertisers?

The current verification model was a necessary improvement over the chaotic early days of digital advertising. It introduced order and security to a once unpredictable environment. However, as time passed, the limitations of this model have become apparent.

 

It’s time to ditch the stale, bureaucratic approach and embrace a new era of ad verification. We need a system that’s not just about finding fault, but also about fostering innovation and growth. It’s time for a system that rewards excellence, not just punishes mistakes.

 

There is a growing demand within the industry for new ad verification models that shift the incentive structure away from static, punitive metrics that stifle growth.

 

Instead of a duopoly controlling the market with platforms focused on fault finding, blind acceptance, and advertiser accountability, independent providers are a new breed, who aren’t afraid to challenge the status quo. These rebels are championing a more balanced approach, where growth and accountability go hand-in-hand.

 

And the advent of AI is accelerating the pace of change and restoring trust at a time it’s needed most. 

 

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Sara Maskivish is SVP, Market Enablement at Protected by Mediaocean

 

Main image courtesy of iStockPhoto.com and Bill Oxford