Content-verification (CV) technology does deliver increased safety for online ad placement, but the capability of different tools varies, as does their ability to make decisions in real time, according to the first review of the technology by auditor ABC.
It has also recommended that a set of testing principles is adopted by the industry in order to benchmark products against a set of specified capabilities to increase transparency and allow buyers to make more informed choices based on their needs.
ABC carried out the review following a request by web standards organisation JICWEBS to provide greater transparency of the role CV technology plays and test whether a given product is capable of blocking ads being served onto pages that have been deemed inappropriate for the campaign, in real time.
Eight organisations transmitted their products for review and overall testing showed that all tools had different, but sometimes complementary, capabilities that generally reduced the risk of ad misplacement.
ABC has advised those using CV technology to regularly review the capabilities and methods being employed by the product, to ensure it continues to meet the specific needs of the business.
Richard Foan, group executive director of communication and innovation at ABC, said, “CV technology is a significant step towards securing a safer environment for online advertising but needs to be seen in context and decision making should not be left to algorithms alone. The way systems are configured, inappropriate content schedules agreed, instructions applied and how all this is maintained over time throughout the ad serving process are all key to the success of CV technology-based solutions.”
