January 24, 2012 -- Digiday reports on AdSafe's growing role in the ad-verification space, and the future direction for the company in an interview with our CEO, Scott Knoll. Here is an excerpt from the article:
"Competition is fierce in the ad verification sector. You’ve got ComScore making a big push to cement its role in campaign verification and brand safety, you’ve got Double Verify pulling in $33 million in funding last summer, and there’s always the possibility that Google elects to bake its own verification into Dart or its exchange — something they’ve talked about. How do you guys stack up?
We have a lot of respect for our competitive set. But they are very focused on verification and auditing. ComScore, in particular, is focused on planning and research. Campaign-based measurement is just that, measurement at a campaign level. And Double Verify is focused on helping companies from traditional media get comfortable with verification. I saw this during my time at [the targeting and measurement firm] Aperture; that’s a tough approach [to focus on just one aspect of the process]. Buyers are so inundated with data. It’s not like the old days, when you were buying on 10 sites and you just optimized. Now you have buyers buying on tens of thousands of sites. These verification reports just give them bad news. You’re telling them that they are screwing up. Everything we do is about making our data actionable. This is how we protect you. Everything is preventative or automated."
Read more at Digiday.
