Online marketers are increasingly turning to advertisement verification services to make sure display ads are being seen correctly and in a brand-safe context, according to an eMarketer report. The drive for verification comes as programmatic ad-buying channels have grown in size and reach while making trafficking and targeting errors harder to spot, the report adds. A study from Integral Ad Science showed 7.3% of display ads served by networks worldwide in the second quarter of last year appeared on moderate-risk to very high-risk sites.
Growing complexity of ad networks spurs verification push
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