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Yahoo Lets Advertisers Independently Validate Own Ads

Posted on 6.08.2015

From Deadspin to CNN and Pandora, advertisements are on nearly every page of the 'Net.

Yahoo has recently announced that it will now allow advertisers to independently fact-check viewability and ad fraud themselves.

With the new powers, advertisers are able to validate measurements for display and video advertising on their owned and operated properties as well as media purchased across its programmatic buying platform. The Web tech company is able to offer independent validation by partnering with third-party measurement companies, including comScore, DoubleVerify and Moat, of which advertisers running campaigns on Yahoo can choose from a variety of measurement solutions provided by the accredited third-party measurement companies.

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"There is growing demand from marketers to have greater transparency into ad viewability and traffic fraud. They also want control over how it is measured to allow them to better compare performance across publishers and ensure appropriate return on advertising spend, brand safety and ad effectiveness,"said Dennis Buchheim, vice president of product management for Yahoo. "As the programmatic industry continues to grow and mature, we felt the timing was right to provide advertisers with independent viewability and fraud measurement."

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