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# Verification
- URL: https://www.adlingo.org/glossary/verification/
- Published: 2025-01-15T09:08:00.000Z
- Updated: 2025-01-15T09:08:00.000Z
- Description: Third-party measurement of viewability, brand safety, and valid traffic that confirms proper ad delivery and engagement.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

Independent confirmation that your ads delivered where and how they were supposed to. Viewability, brand safety adjacency, and IVT filtering are the core functions. The value is in the independence: the verification vendor has no stake in whether the impressions they're measuring look good or bad. Viewability rates and IVT rates reported by third-party verification typically differ from platform self-reported numbers. That gap is the point of running verification.