Adserve Assurance

When you browse the internet, the adverts you see are often delivered from dedicated advert servers. The idea is that you get a constant rotation of the messages on these virtual billboards, and the adverts can be tailored to reflect an individual’s supposed interests. We are still at the early days of sophistication when it comes to profiling users. As a result, the rules used will be relatively simple right now, but will get more complicated over time. We all know that the risk of mistakes goes up as rules get more complicated. Yet mistakes happen already. Just now, one very mainstream English-language site served me an advert written in Swedish that pointed to a Swedish website. Of course, this advert is going to be ineffectual. It is the wrong advert for me, and presenting it to me is a wasted opportunity (although I admit that, in this case, I still clicked through!) In turn, the Swedes paying for the ad may not be getting good value for money if delivery is too random. This spells out a need for adserve assurance – the assurance that internet adverts are delivered to the correct and intended audience. To me, that sounds like a potential new growth area for revenue assurance.

Eric Priezkalns
Eric Priezkalns
Eric is the Editor of Commsrisk. Look here for more about the history of Commsrisk and the role played by Eric.

Eric is also the Chief Executive of the Risk & Assurance Group (RAG), a global association of professionals working in risk management and business assurance for communications providers.

Previously Eric was Director of Risk Management for Qatar Telecom and he has worked with Cable & Wireless, T‑Mobile, Sky, Worldcom and other telcos. He was lead author of Revenue Assurance: Expert Opinions for Communications Providers, published by CRC Press. He is a qualified chartered accountant, with degrees in information systems, and in mathematics and philosophy.