The four core pillars of ad verification are:
Ad fraud detection focuses on identifying and preventing fraudulent activities in digital advertising, like bot traffic, non-human interactions, or click fraud.
Viewability measurement ensures that ads are being displayed in a viewable manner to users. It tracks metrics such as the percentage of an ad that is visible on the screen and the duration of its visibility.
Brand safety monitoring involves protecting advertisers' brands from association with inappropriate or harmful content. It includes monitoring ad placements to prevent them from appearing on harmful websites.
Ad verification analytics provide in-depth insights into the performance and effectiveness of advertising campaigns. It includes metrics such as impression delivery, click-through rates (CTR), engagement rates, conversion rates, and other key performance indicators.