WTF is Audience Verification?

By knowing the fundamental requirements for audience verification, you will know what questions to ask when deciding which vendors to work with.

Ask the right questions

By knowing the fundamental requirements for audience verification, you will know what questions to ask when deciding which vendors to work with.

Most marketers are currently shopping for third party measurement technology to meet advertisers’ demand for media transparency. According to a US based CMO study performed by Deloitte, CMOs plan to increase their investment in marketing analytics with a whopping 476%.

By knowing the fundamental requirements for audience verification, you will know what questions to ask when deciding which vendors to work withThe choice of which vendor to work with relies on methodology, technology, output of insights, scalability, usability, price and many other factors. This makes it a complex exercise for marketers to decide which vendors to work with. The purpose of this article is to equip marketers with 10 fundamental requirements for audience verification, so marketers know which questions to ask when exploring the space.

There is a lot to filter through

I have experienced that audience verification was reduced to taking a screenshot of the ad appearing on the page (!). In many cases, I have seen marketers try to verify themselves by applying behavioral modelling techniques to their own cookie sets. Others try to verify against their own unweighted survey data. Others position viewability to be the same as audience verification. Some provide a device graph, de-duplicating identifiers to people. And some provide cookie based behavioral estimate over the demographic profile of people exposed.

If I tried hard enough, I could probably list 50 shades of audience verification. If you don’t know what questions to ask, all of the above might sound compelling, but they will all fail to provide reliable and accurate results.

So, what constitute the fundamentals of audience verification?

Let me try to make it clear that third party audience verification is about 10 core essentials:

The combination of technological complexity and lack of human ability to tell the differences can lead to poor decisions and a lack of adoption of technological innovations. Recently, Kantar Millward Brown released research showing some 57% of agencies and 52% of advertisers perceive the need for mostly human insight to keep up with emerging advertising technology, and this lack of insight is holding back advertisers from embracing programmatic media buying.

I hope this article enables you to ask the right questions as you explore which audience verification vendor and technology you should work with. If you are interested in hearing more about the topic of media transparency and audience verification, don’t hesitate to reach out.

Written by Simon Kvist Gaulshøj, Global Publisher Director at AudienceProject

 

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