Why ad verification needs a paradigm shift: from risk avoidance to value creation

The article emphasizes the need for a paradigm shift in ad verification from risk mitigation to active value creation. Moat's exit from the market signals a pivotal change, as the traditional model led to over-blocking and advertiser-publisher friction. Current systems isolate brands from valuable interactions by focusing solely on avoiding risks. The recent uptick in the use of Mediaocean’s verification solution indicates a growing demand for innovative strategies that prioritize finding beneficial environments for brands rather than merely avoiding risks.

The current model of ad verification can be likened to building an impenetrable fortress around a brand... while it keeps the threats at bay, it also isolates the brand from potentially valuable interactions.

A recent TechValidate survey revealed that 17% of marketers are now using Mediaocean's verification solution, Protected, signaling a growing appetite for new approaches that align with this paradigm shift.

Read at The Drum