Role of third-party solutions in combating Ad fraud & ensuring brand safety

Authored by Dhiraj Gupta, Co-Founder and CTO, mFilterIt

The digital advertising landscape is undergoing a rapid transformation. The brands are eagerly investing in digital platforms, new channels like CTV are emerging, and so are the opportunities for brands to expand their reach.  

As brands invest heavily in online campaigns, the instances of ad fraud and brand safety concerns are also increasing rapidly. While programmatic advertising and walled gardens offer efficiency and reach, they don’t provide transparency to advertisers—leaving them vulnerable to fraud, wasted spend, and reputational damage. These issues have made the need for independent third-party verification tools even more pressing.

Why Transparency is the Missing Link

Programmatic platforms and walled gardens operate in a controlled environment, limiting advertisers’ access to granular data. This lack of visibility creates an accountability gap, making it difficult to verify whether ads are shown on relevant ad placements or if the campaigns are seen by the right audience. Without independent validation, brands risk relying on self-reported metrics that may not reflect reality.

In some cases, the non-transparent nature of these platforms also leads to advertisers becoming prone to brand safety risks like being associated with unsafe content, or their ad appearing on MFA (Made for advertising websites).

The Cost of Ignoring Third-Party Verification

Advertisers who fail to embrace third-party verification face several risks:

• Wasted Ad Spend: Fraudsters exploit gaps in reporting, leading to inflated impressions, click fraud, and misattributed conversions.
• Brand Reputation Damage: Ads placed on unsafe or inappropriate content can tarnish a brand’s credibility and erode consumer trust.
• Poor Media Performance: Without independent verification, campaign optimization remains guesswork, limiting ROI and engagement.

The digital ecosystem has evolved and so have fraud tactics. Brands that continue to depend solely on platform-reported data are losing the opportunity to take proactive action.

Beyond Traditional Brand Safety Measures

Legacy brand safety methods, such as keyword-based validation, are no longer sufficient in today’s complex digital landscape. These methods can lead to over-blocking of legitimate content or fail to detect nuanced risks. AI-powered, context-aware solutions provide real-time protection by analyzing content holistically, ensuring a brand’s message is placed in the right environment.

Why Should Advertisers opt for Independent Verification over Self-Reporting?

Investing in independent verification is not just about security—it is a strategic move for brands looking to maximize returns and optimize campaigns. Third-party ad verification tools provide:

• Unbiased Measurement: Independent reporting ensures accurate insights into ad performance.
• Advanced Fraud Detection: AI-driven tools identify fraudulent patterns proactively before they impact media spends.
• Holistic Brand Protection: Contextual and real-time monitoring prevents placement on brand-unsafe ad

The Path Forward

As ad fraud tactics become more sophisticated, brands must evolve their approach. Independent verification is no longer optional—it is a necessity for those looking to safeguard their investments and build consumer trust. Advertisers who embrace third-party solutions will be better equipped to navigate the complexities of digital advertising, ensuring transparency, integrity, and long-term success.

To stay protected and efficient in this digital landscape, the question is no longer whether third-party ad verification is needed, but how soon brands can implement it before the cost of inaction becomes too high.