Why ad verification needs a paradigm shift: from risk avoidance to value creation

"The current model of ad verification can be likened to building an impenetrable fortress around a brand... while it keeps the threats at bay, it also isolates the brand from potentially valuable interactions."

"A recent TechValidate survey revealed that 17% of marketers are now using Mediaocean's verification solution, Protected, signaling a growing appetite for new approaches that align with this paradigm shift."

The article emphasizes the need for a paradigm shift in ad verification from risk mitigation to active value creation. Moat's exit from the market signals a pivotal change, as the traditional model led to over-blocking and advertiser-publisher friction. Current systems isolate brands from valuable interactions by focusing solely on avoiding risks. The recent uptick in the use of Mediaocean’s verification solution indicates a growing demand for innovative strategies that prioritize finding beneficial environments for brands rather than merely avoiding risks.

Read at The Drum