Proving Web Targeting Actually Works
DoubleVerify, Kantar's Compete partner on new viewable ad verification product
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The online ad industry often touts its ability to eliminate the sort of waste that is common in traditional media through its ability to provide superior targeting. But in practice, the industry's targeting capabilities often leave a lot to desired.
To help improve the medium's precision, two key third-party research firms are teaming up. DoubleVerify has announced that it will combine its ad viewability data with audience data from the analytics firm Kantar Media Compete in an effort to help advertisers find out if the audiences they’re targeting are the ones actually seeing their ads.