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AdProof field notes

Evidence for people who buy media.

Practical answers to the questions hidden inside campaign reports: what ran, where it landed, who it reached, what was invalid, and which number deserves to be believed.

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Measurement topics
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Featured field guide

Measurement19 min read

How to Verify a Digital Ad Campaign Actually Ran

A platform total does not prove every ad rendered correctly. Verify campaign delivery using tags, event logs, viewability, IVT, and reconciliation.

Campaign evidence chain

  1. ServedPlatform delivery record
  2. MeasuredIndependent event observed
  3. QualifiedValidity and exposure checked
  4. ReconciledDifference made explainable

All field notes

Newest first

  1. MeasurementAd Impressions vs Reach, Clicks, Views, and Conversions16 min read
  2. Brand SafetyHow to Ensure Brand Safety in Digital Ad Campaigns20 min read
  3. TargetingHow to Track Whether Your Ads Reach the Right Audience18 min read
  4. MeasurementGoogle Ads Clicks but Fewer GA4 Sessions? A Fix Guide18 min read
  5. TargetingHow to Track Whether Your Ads Run in the Right Location17 min read
  6. CTV & OTTSSAI and CTV: Why Server-Side Stitching Changes What You Can Verify22 min read
  7. Measurementads.txt, sellers.json, and schain: A Field Guide to Supply-Path Transparency20 min read
  8. CTV & OTTHousehold Identity in Streaming: Measurement Without the Cookie Crutch23 min read
  9. Ad FraudUnderstanding IVT: A Comprehensive Guide to Invalid Traffic Detection8 min read
  10. CTV & OTTCTV Measurement Challenges in 2026: What Advertisers Need to Know6 min read
  11. MeasurementPlatform vs. Independent Measurement: Why the Numbers Don't Match5 min read
  12. FrequencyCross-Device Frequency Capping: The Hidden Budget Drain4 min read

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