Advertising has been around for millennia. Egyptians used papyrus to put sales messages on walls, and adverts have even been found in the ruins of Pompeii. If we fast forward to the present day, whether it’s the neon billboards glowing in the night on Times Square, or the online ads shown around your favourite videos, advertising is big business.

By 2021, it’s estimated that 82% of all consumer internet traffic will be from video content. This is a market with an annual value of c.$312B and streaming media is set for the largest increase in video ad-spend over the next five years. Sadly, according to Juniper Research estimates, advertisers will lose $19 billion in 2018 alone due to ad-fraud. The booming online video market has attracted fraudsters who are ramping up their efforts daily. According to Pixalate, an astonishing 20% of programmatically sold video ads in October 2017 were measured as suspicious.

Fraudsters manipulate online video views using bots, malware, and other techniques. It’s an easy win on traditional platforms. Every time an advert is delivered against a fake video view, advertisers are paying for ad impressions which were never seen by a real person. For all of you non-advertisers out there you might be asking yourself — why do I care if people making millions of dollars per year are losing a little money? The answer is that on traditional platforms, advertising revenue is how your favourite creators get paid. It’s how they can afford to live and create the videos we love.

How does Proof-of-View (PoV™) tech help advertisers?

Verasity’s proprietary blockchain technology, Proof-of-View (PoV™), ensures that all videos and advertisements viewed on the platform are seen by real people. Our technology analyses over 14 different interactions to ensure Verasity’s audience metrics are accurate, secure, real, and then made fully transparent on the blockchain.

You can find out exactly how PoV™ takes down fake views in the Verasity whitepaper.

We’ve also restructured how people get paid. Instead of Creators getting paid by Advertisers, Viewers reward Creators on Verasity. This means content can now be surfaced based on its value to each individual viewer.

Proof-of-View (PoV™) will become the guardian angel of online video advertising and ensure Verasity’s video platform/ecosystem is kept safe and secure. Only real views from someone who’s actually watching content get validated. Once a view has been confirmed as legitimate, it’s anonymized and then added to the Verasity Blockchain where it can be seen by everyone. By having a video platform full of real users, no-one needs to worry about artificially inflated metrics. Advertisers are simply paying for real views and real, quantifiable, advertising reach.

Finally, by paying viewers directly for their attention, advertisers can be sure that they are actually reaching engaged people who have opted-in to watch adverts rather than those being sat eagerly waiting for the “skip” button to pop up on the screen.

Verasity is an absolute game changer for Advertisers. Not only do they know that their advertising impressions have been seen by real people, they’ll also have full accountability of their campaigns thanks to the power of blockchain technology.

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