Traditional media verification, like brand safety, IVT, and viewability, paint a glowing picture of improvement year after year. How can we explain such progress? Simple, said Integral Ad Science, the industry focused on it.

Want to know what happens when we don’t focus on key sources of media waste, such as when we just assume data is accurate without verifying it? Jake Moskowitz from the Emodo Institute explains how negligence has left us with a data accuracy problem that’s larger than all the above metrics IAS measures — combined — and how it’s the largest source of media waste.


One way the industry typically measures the accuracy of data is through Nielsen Digital Ad Ratings, which measures the age and gender of people whose devices are served ads digitally, and what percentage of users who were served ads were in the actual age and gender segment the ad was trying to reach.

What we see, consistently from Nielsen benchmarks, is that this data is about half wrong, sometimes even worse.

Location data, while one of the most valuable and useful marketing data sources, is another significant source of media waste. One reason is the false