Moat’s exit from the brand safety and verification market comes at a pivotal time for the industry. For years, the triumvirate of IAS, DV, and Moat dominated this space, adhering to a common technological framework centered on risk elimination. Their mantra was clear: block ads from unsafe environments, whether it be non-human traffic, non-viewable placements, or brand-unsafe content. But this approach, while necessary, has reached its limit. It’s time for a paradigm shift in ad verification – one that moves from mere risk mitigation to active value creation; from avoiding the environments where brands shouldn’t appear to finding the ones where they should.
Change is already on the horizon. A recent TechValidate survey revealed that 17% of marketers are now using Mediaocean’s verification solution, Protected, signaling a growing appetite for new approaches that align with this paradigm shift.
The current model of ad verification can be likened to building an impenetrable fortress around a brand. While it keeps the threats at bay, it also isolates the brand from potentially valuable interactions. This risk-averse strategy has led to several unintended consequences:
Moat’s exit presents a rare chance to redefine ad verification and shift away from a narrow focus on risk. We now have the technology to make this shift possible. Advancements in AI and machine learning enable us to analyze content with much greater depth and nuance than ever before, providing a more sophisticated understanding of context and quality. This foundation allows us to move beyond the question of “What should we avoid?” and instead ask, “What can we actively pursue to enhance outcomes?” Here’s how this paradigm shift can unfold:
The previous paradigm of brand safety was a much-needed improvement over the chaotic early days of digital advertising. It brought order and security to an environment that was initially unruly and unpredictable. But like any model, its limitations have become apparent over time. The current system is now defined by misaligned incentives, a lack of innovation, and missed opportunities – all signs that a new approach is both necessary and inevitable.
As noted in Thomas Kuhn’s “Structure of Scientific Revolutions” (the work that introduced our modern meaning of “paradigm”), when the flaws in an existing system begin to accumulate, a paradigm shift becomes unavoidable. The 17% of marketers embracing Protected by Mediaocean isn’t just a statistical blip – it’s evidence that a shift is already underway. Advertisers and publishers are looking for a more balanced approach that goes beyond risk avoidance and builds value through strategic placement and collaboration.
The future of brand safety and verification will be defined not by the walls we build to keep out the bad, but by the bridges we create to connect with what’s good. Embracing a value-driven model will lead to a more sustainable, effective digital ecosystem – one where advertisers, publishers, and audiences can all thrive together.
