What is Verification?

Online advertising verification (def.) – A system that ensures every ad impression is a quality impression, every impression is compliant, and every ad was served and displayed exactly as intended.

6 Critical Areas of Media Verification:

1. Inappropriate Content

Ads that are running on content that is deemed inappropriate (e.g. adult and illegal content) by both the media plan and guidelines received from the agency and advertiser.

Criteria of the guidelines include:

  • Black List: a set of websites upon which ads should never be served.
  • Approved White List: a set of websites upon which ads can be served.
  • Exact Partner White List: a strict, exclusive set of websites upon which ads should only be served.
  • Inappropriate Content Categories: a set of content categories that define the type of websites upon which ads should not be served.

2. Geo-Targeting

Ads served outside of national and international targeting criteria and outside of designated regions as detailed in the media plan after the impression has been served.

3. Competitive Separation

When an advertiser appears on the same page or section as a competitor, as defined by the advertiser’s media plan. The advertiser/agency determines the competitive set.

4. Ad Placement

Ad impressions that have been served that fail to adhere to details in the media plan in the following scenarios:

  • Above the fold/ below the fold placement: At least half of an advertiser’s ad appears below the fold.
  • Double-serving: There is more than one impression on a single page from the same advertiser.
  • Road blocks: An advertiser reserves multiple ad units but only a portion of those placements are executed.
  • 100% share of voice: An advertiser was set to appear on 100% of a specific placement on a page or section of a site and at least one impression was served on that page or section without the advertiser’s ad.
  • Section/ channel targeting: An advertiser reserved a section of the site and ads served outside of that section.
  • Frequency capping: An advertiser determines the number of ads to appear per user, by network, across any time frame and the ad delivery fails to meet the details outlined in the media plan.

5. Fraud Detection

Ads are running on sites that include malware and/or adware, invisible to the user (e.g. hidden ads), and are fraudulent with the placement of ad serving tags.

6. OBA (Online Behavioral Advertising) Compliance

Ads and Sites that adhere to the Digital Advertising Alliance’s Self-Regulatory Program for online behavioral advertising. The Self-Regulatory Program requires that all members of the online advertising ecosystem that collect or allow third parties to capture user data that is used for behavioral advertising or re-targeting must provide consumers with clear notice and choice for their privacy online.


DoubleVerify is the only verification provider in the marketplace that addresses the 6 critical pillars of verification—ensuring every ad impression is a quality impression, every impression is compliant, and every ad was served and displayed exactly as intended.