Ad blockers have been on the rise over the last two years. Now, Israel-based ad block maker Shine Technologies has announced plans to launch an ad verification platform, which could put the company in direct competition with the likes of DoubleVerify, Integral Ad Science and Moat.
Shine has brought ad blocking to network level in cooperation with carrier Three UK
The latest addition means that Shine will offer a service which verifies adverts to ensure they only appear on advertiser-selected websites and in front of their targeted audiences. In addition, Shine wants to guarantee non-fraudulent ad flow.
Ad fraud has become a growing problem among online marketers. It’s expected to cost advertisers in excess of $50bn in wasted ad spend by 2025.
The company has hired James Collier as CRO in order to take on the task. He has joined Shine from AdTruth.
Shine says the ad verification tool would monitor ads that are served via mobile services, in-app or the mobile web. Its charging system is based on cost-per-mille and larger advertisers would pay extra to ensure the quality and safety of their ads.
James Collier, CRO, Shine, explains:
“My intention is to build a technology product, which will create policies that support consumers and the carriers and also create a trusted and safe environment for the advertisers to invest in. The reduction in fraudulent activity will have a net-positive result in the effective CPMs in the marketplace, but we’ll also be able to add insight to those buys that currently doesn’t exist outside of a probabilistic view.”
It’s not yet clear if the demand for such a service is big enough. Currently, Shine is working with two operators – Three UK and Italy as well as Digicell in the Caribbean. The company will have to strike deals with a series of advertisers and agencies. Collier adds that ultimately Shine wants to reach publishers as well in the future.
So where does that leave Shine in terms of its ad blocking technology?
Collier says it’s still in talks with more clients to expand its ad blocker to network-level. However, it appears as though a slight image change is underway at Shine.
“We are building bridges with associations and stakeholders from agencies to large-scale brands. We have had very productive conversations thus far. […] I’m not coming at this from the perspective of, ‘I think we can do this alone.’ I don’t think we can, and I don’t think we should.”