RT Journal Article
SR Electronic
T1 How Validation Can Trump Digital Waste…
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 180
OP 195
DO 10.2501/JAR-52-2-180-195
VO 52
IS 2
A1 Abraham, Linda Boland
A1 Hunter, Anne
A1 Vollman, Andrea
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/2/180.abstract
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.