Ad Industry Needs Proof of Sight Technology, Says Verasity CEO

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The advertising industry has a problem. According to The Guardian, at least 25 percent of people watching videos online are bots operated by fraudsters. Bots cost advertisers billions of dollars every year. Several companies have started working on proof of view technology, which detects and disqualifies bot views from ad spend.

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the recent partnership of Verasity with Nasdaq-listed Brightcove Marketplace has brought Blockchain advertising technology solutions back into the discussions. I spoke to Verasity founder, RJ Mark, about what made PoV technology a critical tool for the advertising industry during this decade.

Verasity aims to eliminate $100 billion per year in advertising fraud. Its Proof of View technology has been adopted by 2 millions publishers of video and advertising content. Here’s what RJ Mark had to say.

What is Proof Of View technology?

“Sight proof is a technology that acts as a counterweight against malicious and fraudulent actors. Such actors are everywhere in the online video advertising space. Advertisers are often surprised when we show them the harsh fact that over 65% of all video views are manipulated by bots. »

“PoV mitigates this risk through advanced metrics and ensures that only genuine and verified views are credited to a campaign. Advertisers can interact with real people in a fraud-free environment, while content creators remove ad fraud from their platforms and attract more advertisers.

“Our US-patented PoV technology uses blockchain technology to significantly enhance and secure this system. Our detailed ad reports are evidence of our claims that advertisers and content creators can easily access. »

How Blockchain AdTech helps advertisers and content creators?

“Historically, people have complicated the use of blockchain in AdTech. The heart of blockchain is an open, transparent, and immutable ledger. reports. “

“An immutable ledger is only as good as the information it stores, and advanced anti-fraud solutions purify transactional data. Using blockchain, Verasity can provide a trustless execution environment for advertising, allowing advertisers to easily agree on payment terms for ads verified by Proof of View.

Why will this space continue to grow? What is the trust gap?

“Advertisers, publishers and users are all turning against opaque advertising practices. Third-party cookies are disappearing, publishers are creating walled gardens to increase value, and users continue to block ads in amazing ways.

“The industry won’t grow without more confidence, but once the open ledger is widely adopted, these transparent pipes will see growing advertising volume.”

Which companies do you think will be most affected?

“Any industry involved in digital advertising. In terms of blockchain-based anti-fraud systems, I would say video advertising will see the greatest reduction in fraud, but the biggest potential market for blockchain is rights management. digital – especially given the growing focus on NFTs and the metaverse.

“Specifically, we look forward to collaborating with some of the leading gaming companies for our NFT Fraud Free Marketplace solution.”

What’s going on in the corporate space?

“Digital advertising is a business. Therefore, consumer-driven trends will ultimately impact businesses’ adoption of new advertising techniques. Platforms such as TikTok and other emerging video apps will likely drive some away advertising shares from more traditional sites such as YouTube.”

“Through our partnership with Brightcove Marketplace, PoV is integrated with the world’s largest enterprise video distribution platform. While Brightcove brings our services to its base of more than 3,000 publishers and video streamers, since our integration, some 30 new publishers have already joined the Brightcove ecosystem exclusively to take advantage of Verasity’s technology.

What changes do you see happening in the Ad-Tech industry?

“Well, we are already seeing many important positive trends for the market and our brand growing hand in hand. For example, users will be eager to explore cookieless marketing technology that stops the data manipulation efforts of users.”

“The integration of open ledger technology would mean further streamlining of the advertising supply chain. In such a scenario, we see ourselves more vigorously empowering stakeholders with fraud-free advertising space which has increased cash flow and improved results.

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