Meet Advalidation
Advalidation: Optimized Advertising in 60 Seconds
Advertising is big business. Used effectively, it generates new users, lifts sales, presents ideas, compels change and increases awareness. When ineffective, it costs time, money, reputation, sales and market share. It’s critical to get it right the first time.
Operating at scale, marketers and agencies have a vested interest in making sure the technical specifications for campaign assets are properly tuned for deployment. We sat down with Jesper Pops, co-founder of Advalidation, to better understand the ins-and-outs of what’s required to prep video, display, email and audio ads for delivery across all web and mobile publishing platforms and streaming services.
Advalidation is the quality assurance platform used by broadcasters, agencies and publishers to ensure display and video ads comply with privacy and regional laws, while ensuring an engaging user experience. The technology scans each creative asset to identify any potential issues, eliminating time-consuming manual testing of thousands of assets. Issues commonly identified include:
Performance: Load speed, file requests, CPU usage and file size.
Compliance: Storage, screening, tags, privacy risk and non-HTTPS server activity.
Appearance: Consistency, creative rotation and viewability.
User Experience (UX): Volume, speed, re-directs and load exceptions.
Backend Support: KPIs, blocking tag bypasses, code validation and JavaScript errors.
If issues are found, they’re presented in an easy-to-read report that details exactly what is wrong and what needs to be fixed. Using this information, traffic, creative and production teams can adjust assets and avoid issues associated with compliance, delays, make-goods, user complaints, and malfunctions.
Image: An Advalidation test of a promotional video returned seven issues that needed to be addressed prior to publishing.
Monitoring continues daily once the campaign goes live. Advalidation audits the live asset and their performance for changes, including landing pages, tracking pixels, content and coding. If a change occurs, the client is immediately alerted by email.
The UX components of Advalidation’s service increase the effectiveness of messaging, assuring the elements of the asset are optimized for engagement and impact. This influences interest, and by default, positive results including click-through rates, registrations and sales.
Included in the platform are efficiency tools designed to streamline workflow, facilitate asset customization, simplify analytics, expedite on-boarding and promote a turnkey quality assurance experience. These tools can significantly reduce costs associated with staffing, analysis, time-to-market, re-dos, non-compliance and under-performance.
The company offers its platform by subscription or on an as-needed basis for specialty clients. This flexibility allows boutique agencies and publishers to compete with value-added services by offering the same quality controls through Advalidation to their clients on a per-bid basis without a monthly fee.
A four-minute overview of the platform is available on the company’s website at: advalidation.com.