PT - JOURNAL ARTICLE AU - Linda Boland Abraham AU - Anne Hunter AU - Andrea Vollman TI - How Validation Can Trump Digital Waste… AID - 10.2501/JAR-52-2-180-195 DP - 2012 Jun 01 TA - Journal of Advertising Research PG - 180--195 VI - 52 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/52/2/180.short 4100 - http://www.journalofadvertisingresearch.com/content/52/2/180.full SO - J Advert Res2012 Jun 01; 52 AB - The research demonstrates the impact of measuring “validated” ad impressions as opposed to simply counting ads that are delivered to a computer as has historically been done in online advertising measurement. “Validation” holistically measures the visibility of ads by consumers as well as the geographic accuracy, brand safety, and legitimacy of the ad delivery. Based on eighteen campaigns from twelve major brand advertisers, including Kellogg's, General Mills, Ford, Sprint, and more, the study found that there is a significant difference between gross and validated delivery, representing a substantial optimization opportunity for both buyers and sellers of digital advertising.