Start Up Launches First Digital Advertising Authentication Platform

ipad-820272_1280Authenticated Digital is only a year old, but this new company just launched an authentication platform for digital advertising. Based in New York City, Authenticated Digital was formed in 2014 by entrepreneur Damon Reeve and venture capitalist Scott Switzer, co-founders of OpenX. The new software focuses on transparency and claims that it will be able to authenticate 90% of digital ad impressions.

Damon Reeve, who serves at Authenticated Digital’s CEO explained to Adweek that  brands often purchase ads for a specific site, but ultimately end up paying for an appearance on another site, due to misrepresentations of available inventory. The new software, which is already being used by companies like CafeMedia and Axonix, will determine if an ad appeared on the correct Web page. It was alsoidentify ad impressions generated by bots. Authenticated Digital has already started pitching the new platform to publishers, and has focused on data for leverage. The company is telling publishers that with data, they can affirm buyers that their ads are placed properly, and therefore charge a higher cost-per-thousand (CPM) rate.

The system works by having marketers include a JavaScript tracker to the content on either the demand-side platform of the ad server. Once a Web page requests an ad, the JavaScript tracker will travel with the ad. The ad will load and then the tracker will gather information about the ad, the page or app it is on and then process the information within Authenticated Digital’s servers. The system will then create audit including information about the suppliers and data providers associated with the transaction. This data will be generated into reports that users can view via a dashboard provided by Authenticated Digital.

This new groundbreaking software will bring transparency to online video ads, as well as display and mobile ads. Last week, the Interactive Advertising Bureau announced that the digital advertising industry has lost a total of $8.2 billion because of ad fraud, bots and ad blockers. When CafeMedia tested Authenticated Digital’s new platform, they found that a quarter of their inventory was displayed on the wrong sites. Their VP of data science, Patrick McCann said that using Authenticated Digital helped clarify 80% of misrepresented data. He told AdWeek, “Authenticating ads allows us to offer a better quality product, both in what we offer on the open market and in any audience extension efforts we engage in there.” CafeMedia is joined by 18 other companies currently using program, and Authenticated Digital will announce more in the coming weeks. To lean more about Authenticated Digital’s new platform, check out AdWeek’s piece here.