Marketers rely on ad verification companies, but these tools are not foolproof in identifying all fraudulent activities, particularly in analyzing data post hoc.
Some ad agencies suggest avoiding third-party measurement tools and using tech that analyzes campaigns retrospectively to address inconsistencies and made-for-advertising schemes.
DoubleVerify and Integral Ad Science have experienced significant stock declines and earnings struggles due to the challenges faced by verification companies.
The podcast discusses the complexities of made-for-advertising, ad verification, and the increasing use of programmatic data, signaling challenges for both exposed targets and the companies involved.
#ad-verification #fraudulent-activities #programmatic-advertising #stock-market-performance #tech-analysis
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