Ad verification is one of the hottest new areas of advertising. Starting last year, with an article in The Wall Street Journal about so called “invisible ads,” a number of companies have sprung up to audit and sometimes police display-advertising campaigns. There are many potential issues with online display advertising, but a few bad apples should not be allowed to spoil the entire market. Ad verification services have the potential to catch and correct these issues, and to give marketers the trust, transparency, and faith in display’s effectiveness necessary to bring more dollars into the industry.
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