How Validation Can Trump Digital Waste...
研究对比了传统广告曝光计数与验证后的有效曝光，发现两者差异巨大，为广告买卖双方提供了优化机会。
<h3>ABSTRACT</h3> 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 Kellogg9s, 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.