Independent measurement
The Independent Truth Layer for Advertising.
Verify delivery, detect fraud, and validate target performance across OTT, web, and mobile.
Live verification stats
- Accuracy
- 98.4%
- IVT blocked
- 22%
- Latency
- 15ms
Obscured for client confidentiality
Four of the surfaces, as they ship.
Invalid traffic, split by class
GIVT and SIVT counted separately against gross, with an impression timeline, decision rate, and per-source breakdown rather than one blended percentage.
Delivery down to the city
Drill from world to country to state to city, with impressions, clicks, and video completes at every level of the hierarchy.
Every observed source, ranked
One row per source id with volume, valid share, invalid rate, viewability, and target match, plus an at-risk list surfaced above the table.
Presets and raw event exports
Executive summary, inventory quality, geo delivery, MRC IVT compliance, or a line-by-line event file, on any window you choose.
Obscured for client confidentiality
Five checkpoints between the impression and the invoice.
Each stage produces its own record. Every impression carries the chain of those records, which is what makes a discrepancy arguable rather than anecdotal.
01 Collect
A tag, SDK, or VAST wrapper reports every delivery event from the client itself, independent of the server that served it.
OUT – measured event
02 Classify
Each impression is scored for general and sophisticated invalid traffic, and every exclusion carries the rule that caused it.
OUT – validity verdict
03 Exposure
Render, pixel geometry, and video quartiles are sampled through the exposure window rather than checked once at the start.
OUT – exposure record
04 Validate
Geography, daypart, and segment are checked against the insertion order, with a reason code on every miss.
OUT – match verdict
05 Reconcile
Verified counts are diffed against the ad server and the invoice, and the difference is filed as a discrepancy.
OUT – discrepancy report
Definitions you can hold a vendor to.
General and sophisticated invalid traffic reported separately and counted against gross, never blended into one rate. 13,282,798 impressions have come out as GIVT to date, each carrying the reason code that removed it.
- GIVT
- SIVT
- Reason codes
- Data-centre
13,282,798impressions removed as GIVT to date
What is measurable where, stated plainly.
CTV & OTT
- Impression deliveryDIRECT – observed signal
- Invalid trafficDIRECT – observed signal
- Duplicate detectionDIRECT – observed signal
- Video completionDIRECT – observed signal
- Geo validationDIRECT – observed signal
- Target matchDIRECT – observed signal
- Reach and frequencyDIRECT – observed signal
- Viewability
- DIRECT – observed signal
- N/A – reported as unmeasurable, never modelled
Viewability needs a client-side measurement hook. Almost everything we measure today is in-stream video in CTV, OTT, and mobile web environments, where that hook does not run, so viewability is reported as unmeasurable rather than modelled into a number that fills the gap.
Every number in this product resolves to the impressions behind it. A figure that cannot be opened and inspected does not belong in a report, and a blind spot is worth more stated than modelled.
Start with one campaign. See what the log says.
Measure a single campaign alongside your ad server and compare the two numbers. No integration fee, and no obligation to continue.
- Measured
- 805,447,230
- Net
- 714,246,106