While new to the market and perhaps less established than AdValidation, Adthenticate is an exciting development in the ad validation space for lots of reasons. First, it has the resources of Adobe behind it, a mammoth corporation with some seriously smart development talent which I hope will continue to build on the current offering. Second, Adobe owns Flash, the mainstay creative format of virtually every form of desktop display rich media ad, which means it has more than its fair share of QA problems for publishers, and for which Adobe is best positioned to address. Adobe understands this technology better than anyone else possibly could, so it’s exciting to see a technology owner enter the validation space. Finally, after speaking with Adobe directly, it’s clear they have a forward thinking vision for where this technology can go, the potential applications, and the resources and clout to make it happen. (more…)
Adobe’s Vision for Ad Validation: Project Adthenticate
November 30, 2011