These tools are a means to protect brands and agencies from ad fraud and from the potential excesses of automated ad buying. For instance, Adloox, Integral Ad Science, Meetrics and MOAT offer ad verification tools; DoubleClick Bid Manager, Google’s ad server, has its own native ad verification system.
Ad verification
Ad verification tools assess whether the ads that are displayed are actually visible on the screen and whether they are properly displayed – in other words, whether they reach the chosen target and are displayed in an environment that is not detrimental to the brand’s image.
