DoubleVerify's Trust Index measured compliance and brand safety among ad tech firms.
Online ad verification company DoubleVerify has released a Trust Index that measures compliance and brand safety among ad tech companies. Among the top finishers in the index, which covers the first half of 2010, were AOL's Advertising.com, AudienceScience, Burst Media, FOX Audience Network, interclick, Microsoft Media Network, Tribal Fusion Online, and ValueClick Media.
New York-based DoubleVerify’s Index looked at multiple data points to analyze the overall non-compliance of the online advertising industry, including instances where multiple ads from the same advertiser were served to the same page and when ads were served alongside a competitor's advertisement.
DoubleVerify noted that while the top ad tech companies had an average of only 2 percent non-compliance, the ten lowest performing ones averaged 37 percent. DoubleVerify also found that Trading Desks, DSPs and Ad Exchanges were among the most compliant ad platforms, averaging about 6 percent non-compliance.
"The data...is encouraging; while there is still some non-compliance there has definitely been a lot of improvement," said DoubleVerify CEO Oren Netzer.
Netzer cited recent studies noting that while consumers now spend 40 percent of the their time online, Web-based programs still only account for about 8 percent of the overall ad budget. "If you only factor in brand advertisers, it’s less than half that," he said.
“We’re all waiting as an industry for this big gap to close,” he said. “In order for brand dollars to shift online, advertisers need to trust that their campaigns are running as intended and the Trust Index provides an overview of how the industry is doing against those expectations.”
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
David Ward is a veteran freelance journalist based in San Diego, who currently focuses on online marketing, digital entertainment and the growth on new consumer technologies such as 3D in the home.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.