2021 has revealed a significant transparency challenge looming over digital advertising– but real-time ad verification proves programmatic efficiency doesn’t have to come at the cost of ad quality.
In recent years, low-quality advertisers have delivered offensive ad content through online display banners– now, they’re making headway through video advertising.
With programmatic video advertising quickly becoming the most popular ad format in digital advertising- video ads are rapidly making up a larger portion of publishers’ revenue. Alongside the shift in revenue, video ads have simultaneously proved to have a stronger impact on user experience than display banners– raising the bar on ad quality. For publishers, monitoring video ad content and behavior has become essential to maintaining a high-quality user experience.
Increasing Transparency Through Real-Time Ad Verification
While programmatic advertising enables digital publishers to serve ads efficiently, digital publishers are without an effective method for separating legitimate advertisers from bad actors and on-brand from off-brand video content. Too often, offensive, deceptive, and unwanted video ads slip through the programmatic net and disrupt the user experience by displaying off-brand, illegal, or inappropriate video content. GeoEdge’s real-time video ad verification brings publishers down the last mile of ad quality.
Video Ads Content Vertical Examples on GeoEdge Platform
Not only do low-quality ads deliver drastically lower levels of engagement in general, but the problem is even more pronounced now. After the events of 2020, users are more concerned than ever about being subject to inappropriate content online. Research reveals that younger generations are better at detecting and are more sensitive to low-quality advertising. Meanwhile, the overwhelming majority of users, 85%, are more likely to trust a brand that has high-quality, well-designed ads. Here it’s clear, publishers with high-quality advertising benefit from trustworthy and credible video ad content. Meanwhile, low-quality advertising has an immediate effect on time per session and user retention.
Publishers understand a high-quality user experience is a route to user loyalty, but the lack of transparency and control in the programmatic ecosystem remains an obstacle to user retention. Ad verification removes the barrier, ensuring high video ad quality.
Real-Time Video Ad Verification
Publishers have increasingly turned toward ad verification vendors to identify, monitor, and root out the malicious and low-quality video ads wreaking havoc on their end-users.
Ultimately, publishers don’t have the time or resources to monitor all of the incoming demand they receive, but a quality ad verification partner does. Instead of flagging bad ads after they’ve been served and the damage is already done, publishers can define their own ad quality limits to ensure bad ads are never served across their digital properties.
GeoEdge’s latest video features enable publishers to maintain user experience– securing user lifetime value. Our real-time solution provides support across video incident types allowing publishers to monitor or block all security issues, covering both pre-click and post-click, as well as content and quality issues including:
- Landing Page Content Verticals
- Offensive Ads
- Keyword/Key Phrase
- Browser Locking
- JavaScript Alert on Entry to Landing Page
- Mobile Vibrating on Entry to Landing Page
- User-Defined Domains
Ad Quality By & For You
Quality makes a difference across the entire supply chain. Quality ads ensure a better user experience for users, meaning more engagement and a stronger lifetime value. Bad ads do the opposite — they tarnish a publisher’s reputation, both with advertisers and with its users, and ultimately harm revenue.
Moving into 2022, publishers understand their responsibility to provide a high-quality advertising experience is also their advantage. Despite ongoing challenges, publishers that can offer an engaging, on-brand experience will be able to cultivate a stronger readership. The most effective way to ensure offensive and off-brand ads are barred entry to your inventory is with a trusted ad quality partner.
GeoEdge Video Ad Quality Protection
GeoEdge’s automated ad quality solution monitors your ad inventory 24/7 for any suspicious, deceptive, or malicious ad content and behavior. The threat of bad ads and malvertising is identified and eliminated at its source– before it ever even has a chance to wind up on your site.
GeoEdge defends against all security and privacy-related video risks and eliminates the negative impacts of low-quality video ads on your site’s user experience.
Video ad verification ensures your ad quality, improves your relationships with advertisers and users, and boosts your bottom line.
