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How Validation Can Trump Digital Waste…

…and Generate Value across the Digital Advertising Ecosystem

Linda Boland Abraham, Anne Hunter, Andrea Vollman
DOI: 10.2501/JAR-52-2-180-195 Published 1 June 2012
Linda Boland Abraham
comScore,
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  • For correspondence: Labraham@comscore.com
Anne Hunter
comScore,
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  • For correspondence: Ahunter@comscore.com
Andrea Vollman
comScore,
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  • For correspondence: Avollman@comscore.com
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ABSTRACT

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.

  • © Copyright 2012 The ARF. All rights reserved.
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Vol 52 Issue 2

Journal of Advertising Research: 52 (2)
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How Validation Can Trump Digital Waste…
Linda Boland Abraham, Anne Hunter, Andrea Vollman
Journal of Advertising Research Jun 2012, 52 (2) 180-195; DOI: 10.2501/JAR-52-2-180-195

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How Validation Can Trump Digital Waste…
Linda Boland Abraham, Anne Hunter, Andrea Vollman
Journal of Advertising Research Jun 2012, 52 (2) 180-195; DOI: 10.2501/JAR-52-2-180-195
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