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BizReport : Advertising archives : March 11, 2011

DoubleVerify's Trust Index IDs most compliant ad networks

Although there is an emerging trend of marketers moving away from advertising networks in favor of alternative ad-buying options, the increased security in the ad network arena will keep many marketers in that category. This week DoubleVerify released its second Trust Index, identifying the most compliant networks.

by Kristina Knight

doubleverify.jpgThe Most Compliant ad networks included AOL's, AudienceScience, Casale Media, Microsoft Media Network and ValueClick Media among others.

How was the decision made on the Most Compliant list?

• Advertising Networks: On average the most compliant networks had a 2% rate of non-compliance; the least compliant networks had non-compliance rates between 29% to 38%.
• Advertising Platforms: The most compliant platforms averaged a 3% non-compliance incident rate.

"The improvements in non-compliance rates we've seen so far are a reflection of the increased use of verification services that help vendors improve their campaign traffic quality," said Oren Netzer, CEO of DoubleVerify. "Meanwhile, a larger conversation is surfacing around how all online ad players have to work together with everyone's best interest in mind to make online advertising more trustworthy -- advertisers, ad technology companies and publishers. We believe the efforts we are undertaking this year will shape our industry for the future and ultimately bring more investment into the space overall."

Other interesting findings from the report include:

• 37% of ads were served below the fold (verified campaigns)
• 11% of ad pages included multiple ads by the same brand
• 5% of ads were 'shown alongside' a competing brand's ad (verified campaigns)
• In previous reports, 44% of ads were served below the fold (verified campaigns)

Tags: ad networks, ad platforms, advertising compliance, DoubleVerify, online advertising

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