Verification in digital advertising has become a crucial tool to ensure that advertisers are getting what they pay for. Changes in the ad verification market, such as Oracle’s exit from the ad verification market with MOAT, underscore the urgency of identifying the most reliable tools and methods for verifying advertising investments. In the face of ongoing changes in verification practices, understanding what marketers value most in these services is more important than ever.

The Mediaocean report from the second half of 2024 provides key insights into the current priorities of marketers regarding verification capabilities. The report, based on a survey of over 1,200 marketing professionals conducted via TechValidate in July 2024, highlights the most important aspects marketers consider when choosing verification partners and evaluating return on investment (ROI). These findings are particularly relevant given the increased scrutiny of Made For Advertising (MFA) sites and how advertising budgets are allocated.

Marketers’ priorities for ad verification

The survey asked respondents to rank the most important aspects of ad verification when selecting partners and measuring ROI.

The top priority was clearly Media Rating Council (MRC) accreditation and solid reporting, chosen by 33% of marketers. Marketers want to ensure they are using trusted standards, relying on MRC accreditation and solutions that cover various types of ads, from CTV impressions to visibility on desktops and mobile devices.

The second most important aspect, according to 23% of respondents, was actionability—the ability to use data to make real-time decisions. Marketers are increasingly aware that verification is not just about checking impression quality, but also about using that information to effectively optimize campaigns. Having real-time actionability can improve performance, making verification more than just a quality control mechanism.

Comprehensive coverage across channels, including walled gardens, the “open” internet, and CTV, ranked third with 16%. This shows that marketers want robust verification across platforms to ensure consistency in ad performance. Integration capabilities, especially the ability to connect with media buying platforms, were cited by 15% of marketers. These platforms help ensure a smooth workflow and efficient use of verification insights.

Lastly, costs, specifically low additional fees, were the least frequently cited factor, with 13%. This suggests that while costs are important, marketers place greater emphasis on the ability of verification tools to provide valuable insights and functionality rather than focusing solely on affordability.

Solid reporting as key to ROI

The survey results highlight the growing expectation that ad verification must go beyond simple impression validation and include actionable capabilities. MRC-accredited metrics and detailed reporting provide marketers with multi-faceted insights into their investments, covering mobile, desktop, and CTV environments. These robust reporting capabilities are becoming increasingly key to providing meaningful feedback on campaign performance.

Actionability and integrations are a must

Marketers’ focus on actionability highlights a shift from reactive to proactive ad management. The ability to analyze verification data and adjust campaigns accordingly allows marketers to remain agile and maximize returns in real-time. Integrations with media buying platforms further enhance the effectiveness of verification tools, streamlining the decision-making process.

While cost is always a factor in media purchases, the survey results suggest that marketers are willing to invest in capabilities that ensure media quality and accountability. Verification embedded into the buying process, along with the ability to work seamlessly across channels, can make the difference between a successful and suboptimal campaign.

The future of ad verification

Findings from the Mediaocean study indicate that marketers emphasize reliability, actionability, and comprehensive coverage when evaluating verification solutions. The demand for MRC-accredited metrics and comprehensive, real-time feedback will only grow as the complexity of digital media increases. As the industry evolves, partners who can provide both trusted standards and actionable data will stand out, helping their clients maximize the value of their ad investments.

Verification is not just a formality—it’s a powerful mechanism that allows advertisers to take control of their media spending, proving its effectiveness in boosting ROI. Marketers are encouraged to focus on verification solutions that align with these priorities, ensuring their media investments are both protected and optimized for success.