In B2C advertising, trust and accountability are non-negotiable. 

Years ago, consumer brands realized that paying for online impressions meant little without confidence that real humans were actually seeing their ads in the right context. Third-party verification became the standard safeguard, ensuring that spend matched reality.

In B2B, we’re still catching up. As we begin to boost investment in brand-focused campaigns, buying cycles grow more complex and CFOs sharpen their focus on waste. This measurement gap can’t be ignored much longer.

Validating paid display in B2B advertising, from the Channel99 blog