While new to the market and perhaps less established than AdValidation, Adthenticate is an exciting development in the ad validation space for lots of reasons. First, it has the resources of Adobe behind it, a mammoth corporation with some seriously smart development talent which I hope will continue to build on the current offering. Second, Adobe owns Flash, the mainstay creative format of virtually every form of desktop display rich media ad, which means it has more than its fair share of QA problems for publishers, and for which Adobe is best positioned to address. Adobe understands this technology better than anyone else possibly could, so it’s exciting to see a technology owner enter the validation space. Finally, after speaking with Adobe directly, it’s clear they have a forward thinking vision for where this technology can go, the potential applications, and the resources and clout to make it happen. (more…)
Based out of Sweden of all places, AdValidation is the first and the best tool I’ve seen focused on ad tag QA to date, though because of their location, not many people outside of Europe are familiar with the company. That’s a real shame, because the feature set is quite robust, and there are a number of smart, platform agnostic solutions in place to make workflow easier. As many things like this start, AdValidation was actually developed as an internal tool for a Swedish ad network to help them address the issues of working with hundreds of various publisher specs in their own business before they realized it could be a standalone product on its own. The benefit of course is that the tool has been battle tested, debugged, and enhanced by a real world customer. (more…)
There are lots of reasons to be excited about what’s happening in the ad technology world right now from a business point of view, but from an Ad Ops perspective, the current landscape is pretty daunting. For lots of folks at the implementation level, ad technology often means more integration projects, more complexity, more relationships to manage, and frankly, more work to pack into the day with the same amount of resources. There are lots of tools and services being built for advertisers and publishers alike, but where’s the innovation for Ops teams on either side?
To date, with perhaps the exception of tag management solutions, I haven’t seen many products that seek to simplify the operational process for the direct sales channel – most everything seems focused on creating new, more complex products or bringing new, automated sales channels to market. Those are fine goals, but I would submit that much like the years of neglect around resolving 3rd party discrepancies, the ad tech community has to date ignored a huge potential opportunity to make life easier for Ad Ops teams. In the past few weeks, however it seems like that may be about to change.
Specifically, during IAB Ops 2011, Adobe announced their entry into the ad validation space with some fanfare, throwing some much needed attention and hopefully some serious resources on a little known service with tremendous possibilities but few solutions. For those interested in learning more, I hope you’ll read my new series on the ad validation space to explain the need, the current solutions, and where the space looks to be headed in the future. (more…)