Can this startup bring transparency to digital advertising?
“One-year-old tech company Authenticated Digital says it has a system that will authenticate 90 percent of digital ad impressions, and it’s pitching the software to agencies and publishers starting today,” writes Christopher Heine in AdWeek.
“Its program is designed to determine if a promo ran on the correct Web page—did it appear on CNN.com, or another of Time Warner’s many sites, or on a different property altogether, for example,” Heine explains.
“Often brands buy ads for one site, but due to misrepresentation of inventory, they end up paying for an appearance on another, said Damon Reeve, CEO of Authenticated Digital in New York. He added that the system also can suss out when ad impressions are generated by bots,” Heine continues.
It seems this may be a step in the right direction to solving the digital advertising disruption. At the very least, it may help create that transparency that many are calling critical in solving both ad fraud and the rampant adoption of ad blocking software.
Initial tests are promising.
“CafeMedia, formerly CafeMom, tested the system and observed 25 percent of its inventory—sold via various ad exchanges—was ending up on the wrong sites,” Heine writes. “Patrick McCann, vp of data science at CafeMedia, said Authenticated Digital has helped it clean up 80 percent of the misrepresented data.”
If this is real, it could be a huge boon to digital publishers who are increasingly under the gun to clean up the waste, fraud and deception that are costing the industry billions and causing digital ad values to plummet.
We’ll keep our eye on this one.