DV points to its Publisher Division which helps publishers maximize ad inventory revenue and reduce friction with buyers.
However, the DV Transparency Center stops short of giving full transparency in its products, since outlining how fraud detection tech detects fraud gives bad actors the upper hand.
Industry commentary: While ad buyers interviewed for this piece agree that more clarity of what ad verification firms do is welcome, they would like to see more granular analytics into the ads they buy and whether they get served where they’re supposed to.
“Clearly, they don’t get me the depth and detail that [challenger analytics firms] do,” said one senior executive at an ad agency. “What we need are analytics to help us make manual decisions in the DSP,” they added.
Buyers also note that fraud like domain spoofing can’t be caught in pre-bid products, but only in the measurement stage once the ad has run, by which point, the damage has been done. DV has additional tools like Programmatic Analytics that go deeper into the supply chain and mismatches in campaign delivery.
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