Integral Ad Science has announced the launch of their new system, which is designed to not only serve video advertisements, but also help to fight fraud in this format. According to the company, this is the first integrated video advertising system with fraud and brand safety monitoring built in. It allows brands to use a variety of different methods to help identify and eliminate many types of advertising fraud.
Using things like geo-location, context, suspicious activity triggers and a variety of other metrics for both buyers and sellers of video ad impressions, they are able to identify and discard fraudulent traffic. In addition to being used for fraud prevention, this new system provides detailed analytics tools to help agencies gather more information about the performance of their campaigns.
Some of the things this system will allow marketers to do include identifying whether or not a video ad was actually started, whether it was seen by an actual consumer, and how long the ad was in view. They can also see whether the ad was muted or now, whether it was displayed in full screen or partial, and get detailed click through rates from the ad.
All these things add up to provide very useful information to both companies that are running video ads, and the sites displaying the ads. Reduced fraud is quickly becoming one of the major selling points for ad networks and sites displaying video ads, and this is helping to set the bar for the video ad format.
Scott Knoll, CEO of Integral Ad Science, said “As a trusted partner of both the buy and sell side, we developed our new video product to address the growing need for transparency when it comes to video advertising. As a natural product extension of our current offerings, video monitoring enables brands to invest smarter, while focusing on high quality media and performance.”
This is just the latest in a series of updates from ad networks that are attempting to combat the massive digital advertising fraud problem this industry is facing. It seems that companies are finally taking this problem seriously, and investing in new technologies to help combat it. Of course, it will be a long battle that will never be completely won, but this seems to be another step in the right direction.