Google this week announced the introduction of automated third-party verification in Campaign Manager, Google's adserver.
Independent verification services, like IAS, DoubleVerify, Moat, or Meetrics (European), add extra code to the placement tags, known as tag wrapping. With automated third-party verification in Campaign Manager, Campaign Manager generates automatically a placement tag that includes the code from the measurement provider.
The first verification vendor to be integrated was Integral Ad Science (IAS), but Google says it is working to bring other partners on board.
When the automated third-party verification is ON, all new placements will be automatically enabled for automated third-party verification.
Google explains that the previous process required multiple teams working in spreadsheets to add third-party verification to each placement on your media plan. Automated third-party verification uses system-to-system API calls between Google and the third-party vendor which makes the process faster and less error-prone.
Automated third-party verification provides advertisers with centralized tag management within Campaign Manager, and placements wrapped through automated third-party verification in Campaign Manager will automatically sync to Display & Video 360 with their wrapped states intact.
A new report metric is also available in CM reporting. Vendor Blocked Ads metric enables advertisers to see the number of ads blocked by the third-party verification provider, when the blocking setting is enabled. Advertisers can see the impression attempts, impressions served, and impressions blocked.