Proxies for Ad Verification

Vytautas Kirjazovas

May 25, 2020 5 min read

Ad verification companies are getting more relevant than ever because businesses spend a lot of money advertising online. Most companies invest in advertisements sensibly and, before placing their ads online, carry out the necessary research on the platforms, inspecting their internet traffic and visitors. But is that enough?

Research is only half of the job, as an increasing number of businesses are being unknowingly lured into various ad fraud traps online. This means their substantial advertisement budgets go down the drain as the targeted audience never sees the ads in question.

Switched-on companies turn to ad verification practices to combat ever-growing scales of ad fraud. To this day, using an ad proxy is one of the most effective ways to ensure that your advertisement investment is protected. Even the best ad verification companies use residential proxies to anonymously catch ad fraudsters.

Ad verification is a must-have for any company that advertises online, as it allows you to ensure that your ads achieve the desired result. In this article, you will find out what is ad fraud, the methods that ad fraudsters use to manipulate online advertisements, how does ad verification work, and how residential proxies help with ad verification.

Ad fraud

Ad fraud refers to any fraudulent activity on online advertisements. Most common ad fraud methods falsely accumulate clicks, impressions, conversions, or data events to generate revenue at the expense of the original advertiser. 

Nowadays, ad fraud has taken a new level, resulting in ad impressions landing on fraudulent websites. What’s more, fake websites are continually attracting ads to their servers by portraying heavy organic traffic, which means that the ad never reaches the desired audience.

Here are only a few methods of how ad fraudsters manipulate online advertisements: 

  • Ad stacking – ad fraudsters place several ads on top of each other in a single placement, resulting in only the top ad being actually viewable. Ad stacking is related to impression fraud, as the advertiser is paying for accumulated ad impressions even though the targeted audience never actually views the ad.
  • Pixel stuffing – a technique of placing ads into a single pixel frame, resulting in the ad being unviewable for a human-eye. 
  • Ad click fraud – one of the most damaging techniques for advertisers that involves accumulating ad clicks via ad bots and scripts. 
Best ad verification companies prevent ad fraud

It’s only the tip of the iceberg of how advertisers are being scammed by fraudsters presently. These techniques are frequently being updated and innovated, causing headaches for advertisers when they want to ensure that their ad pays its dividends.

Luckily, ad verification techniques are applied to counter-strike ad fraudsters attempts to jeopardize online advertisements. The majority of these techniques involve the use of residential proxies.

How does ad verification work?

Advertisers use ad verification to make sure that specific ad attributions match the terms laid out in the ad campaign settings. These can include location, content, or site parameters. Verification tags added inside the ad markup allow collecting data about the content on the publisher’s site. This information allows to ensure the page is suitable for the ad. 

This data is reported back to the advertiser or ad verification company, where analysts then work to analyze data about advertisement’s performance, placement, etc. 

Best ad verification companies use residential IP addresses to ensure that your ads are placed on credible and relevant websites.

How residential proxies aid ad verification

Residential proxies, also commonly referred to as ad proxies in the ad verification process, are harnessed to detect fraud, improve ad performance, and check advertisers’ landing pages anonymously.

For ad verification to be effective, it is paramount to use a wealthy residential proxy pool. Why so you might ask?

Well, ad fraudsters regularly fight back from ad verification scripts that connect to their phony websites by simply blocking the IP address altogether. For this very reason, residential proxies work like magic as they provide unique, organic, and diversely geo-located IP addresses. The use of residential proxies in ad verification makes it impossible for ad fraudsters to detect traffic that is verifying the ad. Simple.

A word from Oxylabs’ account manager Jonas

Oxylabs' Account Manager - Jonas explains how does ad verification work
Account manager: Jonas Jokubauskas

“Verifying ads requires some flexibility in resources. As the mobile ads share globally is ever-growing, using residential proxies is paramount not only due to a broad and precise spectrum of locations but also because the website will identify the incoming request as coming from a mobile device. Such traffic is unlikely to be detected as a bot.”

It’s a wrap

Ad verification is already a widespread practice within businesses that have an online presence. Ad verification companies ensure that ads are displayed on the right websites, reaching the right audience at the right time. 

It is a must-have insurance policy for businesses that advertise online. If you want to protect the business’ advertisement budget and to ensure that the ad campaigns positively impact the company’s bottom line, ad verification is a must.

If you want to find out how do proxies work, or how to use proxies for business, read our blog posts! Or check out our solutions page where we explain why Oxylabs’ residential proxies are the best choice for ad verification.


About Vytautas Kirjazovas

Vytautas Kirjazovas is a PR Manager at Oxylabs, and he places a strong personal interest in technology due to its magnifying potential to make everyday business processes easier and more efficient. Vytautas is fascinated by new digital tools and approaches, in particular, for web data harvesting purposes, so feel free to drop him a message if you have any questions on this topic. He appreciates a tasty meal, enjoys travelling and writing about himself in the third person.

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