When advertisers see their ad verification partners blocking lots of impressions, they often think, “Okay, good – that’s proof the technology is working.”

But negative blocking isn’t the healthiest – or the most efficient – way to approach brand safety, said Mark Proulx, global director of media quality and responsibility at Kenvue, the consumer health care company that was spun out of Johnson & Johnson last year.

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“There are active requirements for stewardship and management,” Dolan said. “We treat verification in the same way as we would treat any other buying parameter, by keeping a pulse on how it’s performing and what it means for you and your brands.”

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