In the wake of Oracle’s decision to withdraw its Moat product from the market, the advertising industry finds itself at a crucial juncture. Mediaocean’s recent TechValidate survey underscores the urgent need for transformation in ad verification practices, shining a spotlight on the necessity of restoring trust between buyers and sellers. The survey revealed that an overwhelming 87% of marketers believe that restoring this trust is of paramount importance. With the erosion of confidence in current verification technologies and only 43% of marketers expressing faith in their ability to avoid paying for Sophisticated Invalid Traffic (SIVT) or non-human impressions/clicks, the industry is compelled to reconsider its approach. Notably, the survey highlighted a significant demand for a shift towards positive verification models, with 66% of respondents indicating a preference for solutions centered around positive content engagement rather than site exclusions and negative keywords. This growing desire for change is driven by the recognition that traditional methods often unfairly penalize publishers, thereby disturbing the delicate balance within the ecosystem.
The Need for Positive Verification Models
The findings of Mediaocean’s survey have unveiled a clear trend among marketers toward prioritizing brand safety and fraud prevention in their campaigns. A notable 75% of respondents identified brand safety as an increasingly vital aspect of their advertising strategies. This heightened focus is accompanied by a concern for SIVT, with 63% of marketers placing importance on addressing these sophisticated fraudulent activities. The current platforms in place for ad verification appear inadequate to meet these demands, leading to a collective clamor for more effective solutions. This necessity is particularly evident in the growing dissatisfaction with restrictive brand safety filters. According to the survey, a staggering 85% of respondents consider these filters to be excessively punitive towards publishers. This sentiment underscores the broader issue: the current ad verification system relies heavily on exclusion and punitive measures, which often disrupt the balance in the advertising ecosystem and hamper publishers’ ability to produce high-quality content. The industry’s reliance on these exclusionary tactics has fostered an environment where negative outcomes are more common than positive engagements, eroding the trust that is crucial for a flourishing ad space.
In light of these challenges, Mediaocean advocates for a paradigm shift towards positive verification models. These models emphasize collaboration and foster positive engagement between advertisers and publishers. By focusing on positive content engagement rather than exclusion, this approach encourages the production of high-quality content and helps maintain a consistent, positive brand presence. This shift aims to nurture a balanced ecosystem where both advertisers and publishers can thrive without relying on punitive measures. The positive verification model also addresses the root of the trust deficit by promoting transparency and fostering an environment conducive to mutual growth and success. Mediaocean’s call for this transformative approach is not just about minimizing fraud or adhering to brand safety standards but about creating a more harmonious and effective system for all stakeholders involved.
Adoption of Innovative Solutions
The survey’s findings indicate a burgeoning interest in Mediaocean’s own solutions that align with the principles of positive verification. Specifically, the “Protected by Mediaocean” solution has seen increased adoption among marketers. As of August 2024, 17% of marketers reported using this tool for various critical functions such as viewability, attention metrics, fraud detection, and brand safety. This adoption rate reflects a growing acknowledgment within the industry of the need for innovative solutions that transcend the limitations of traditional exclusion models. The “Protected by Mediaocean” solution exemplifies this new direction by seamlessly integrating various aspects of ad verification under a cohesive framework that ensures transparency and effectiveness.
The move towards such solutions is indicative of a broader trend where advertisers are seeking more holistic and nuanced approaches to ad verification. The demand for this shift is rooted in the need to restore and maintain trust across the entire advertising value chain – from the creation and dissemination of content to its measurement and evaluation. By leveraging solutions that promote positive engagement, marketers can achieve a more reliable measure of success, ensuring that their investments yield genuine returns rather than being siphoned off by fraudulent activities. This holistic approach not only safeguards against fraud but also enhances overall ad performance, thereby benefiting both advertisers and publishers alike.
Towards a Collaborative Future
Following Oracle’s decision to pull its Moat product from the market, the advertising industry is at a crucial turning point. Mediaocean’s latest TechValidate survey highlights the pressing need for a transformation in ad verification practices, emphasizing the importance of reestablishing trust between buyers and sellers. A whopping 87% of marketers stress that restoring this trust is critical. With confidence in current verification technologies waning and only 43% of marketers confident in their ability to avoid paying for Sophisticated Invalid Traffic (SIVT) or non-human impressions/clicks, the industry must reevaluate its strategy. The survey reveals a significant call for a shift to positive verification models, with 66% of marketers preferring solutions that focus on positive content engagement rather than site exclusions and negative keywords. This change is fueled by the realization that traditional methods often disadvantage publishers, thereby upsetting the delicate balance within the digital advertising ecosystem.
