Third-party measurement of whether ads were viewable, brand safe, free of invalid traffic, and served in the intended geography. Verification runs pre-bid (blocking the bid before it is placed) and post-bid (measuring what was served). The two dominant vendors are DoubleVerify and Integral Ad Science; both are MRC accredited and both carry per-impression fees that come out of working media.
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Used in The Signal
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Cite this entry:
Agency Echelon. "Ad Verification." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/ad-verification/