Adloox, an audit verification company, is now officially accredited by MRC for its desktop digital video viewable ad impressions, mobile web display served ad impressions, and mobile web SIVT (Sophisticated Invalid Traffic). These Video and Mobile certifications sit neatly alongside Adloox’s other accreditations in Display Viewability, Desktop General Invalid Traffic (fraud) and the more advanced SIVT.
Adloox now has more MRC verification accreditations than other global advertising technology platforms. As an independent and European-born company, with far less access to investor funding, Adloox exclusively uses its own proprietary tech, with no reliance on other third-party partners for its advanced ad fraud, brand safety and viewability solutions.
Interview with Marco Ricci, CEO at Adloox
At the time of this announcement, Marco Ricci, CEO at Adloox, spoke to MarTech Series.
MTS: What is the difference between Ad Validation and Ad Verification?
Marco Ricci: Ad verification is a process that checks to make sure ads appear on the intended sites and reaches the targeted audience, ensuring that impressions are not wasted. Ad validation provides automatic quality assurance to ensure the features of the ad are correct. Both are used to give transparency to the digital advertising process.
MTS: How should brands differentiate between their strategies for brand safety, transparency, and ad fraud?
Marco Ricci: Brands should not differentiate their strategies. Transparency is knowing exactly where your (the brand) ads are delivering, or ending up. Not top-line ‘supplier overall stats’….but every ad impression should represent one line on a report. That’s transparency, and honesty. That’s what Adloox offers, where most vendors do not.
MTS: To what extent programmatic capabilities contribute to ad fraud? Does Adloox provide any metric on ad retargeting and brand safety breaches?
Marco Ricci: Adloox is not a re-targeting company, but we measure/audit and also protect re-targeting companies to ensure they optimize what they sell/supply as audience/ user retargeting. Ad fraud, you could argue, is the bi-product of blind, at-scale audience buying (RTB).
If the net was not cast so wide, you would only catch your desired catch of the day. Instead, the lack of deep, auditor eyes on every campaign’s targeting and every minute detail of a supplier’s inventory…can allow the bad actors to creep in, disguise themselves and masquerade as the premium, sought after audience inventory.
Worse still, they can manipulate the system to fake themselves as user traffic engaging on a website, seeing and clicking on an ad. Whereas most Viewability and monitoring vendors are missing these tricks (reporting them as ‘in view, brand safety, and human traffic) we at Adloox have specialized our verification efforts down at the user traffic level, thus removing the ad fraud at the source. This results in higher Sales ROI performance for our Global clients.
Adloox Champions the Growth of Ad Verification Technology for Mobile and Video
Marco Ricci, added, “The MRC currently sets the most rigorous standards in the world when it comes to ad verification accreditation, so we’re extremely proud to be receiving these accolades, especially considering the importance of Mobile and Video as the fastest growing industry channels today. It’s recognition that Adloox isn’t just a European champion, but a global leader in ad verification technology. We’re committed to driving up standards and empowering digital clients to tackle this issue directly”.
George W. Ivie, Executive Director and CEO of MRC, said, “We congratulate Adloox for earning MRC accreditation for these additional areas of its measurements. Users of the service now can have added confidence that the accredited data on which they are basing their ad investment decisions have been found to adhere to MRC’s rigorous industry standards, making Adloox’s clients the real beneficiaries of this achievement.”
Latest Report States Advertisers May Lose $16+ Billion to Ad Fraud in 2017!
The new accreditations come at a crucial time for the advertising world, with some estimates suggesting 40% of programmatic budgets are being wasted. Research carried out by Adloox and The&Partnership earlier this year found that advertisers stand to lose $16.4 billion to ad fraud in 2017 – over double previous industry estimates.
Ricci added, “With billions being lost every year to ad fraud and with increasing concern over viewability and brand safety, ad verification is becoming a major priority for brands and publishers. Advertisers are becoming less and less willing to settle for the benchmarks being given to them by agencies using non-transparent verification tools and are demanding the most effective and efficient ad verification solutions. Why settle for 40% viewability when you can reach 80%? Or accept that 5-15% of your ads will end up on non-brand safe websites, when Adloox has proven you can get that figure down to under 0.2%?”
Ricci mentioned, “Advertisers are starting to see the step-change in success. Brands in the US are seeing a +80% decrease in brand safety and ad fraud issues, when switching from their usual verification solutions to Adloox’s more rigorous user-centric approach to ad verification.”
Adloox Offers Cutting-Edge Brand Safety Technologies to Buyer and Seller Side Partners
Currently, Adloox is the only audit verification company that offers the deepest brand safety, fraud and viewability data analysis in the digital market today. The company has developed its own Auditing Index, allowing both Buy and Sell side partners to detect inefficient traffic at a much deeper (user-centric) level. Clients use Adloox to optimize their campaign efficiency on the fly and detect the most granular domain/traffic level inefficiencies in both Pre and Post Bid. Adloox is able to detect and remove all GIVT and SIVT categories of NHT Ad fraud, across all devices including Mobile in-app.