Q & A: What Is Ad Quality and Why Is Measurement Important

Did your ad do what it was supposed to you? That’s what ad quality measurement will tell you. The goal is to determine if your campaign was successful at the most foundational level. Ad quality measurement validates that purchased inventory meets ad quality requirements for metrics such as: audibility, viewability, audience verification, fraud, and brand safety.

We believe in delivering premium ad experiences for audiences and advertisers. Digital audio is booming, and it’s our mission to prove that it’s a high-quality and effective environment. That’s why we recently published our Digital Audio Ad Measurement Playbook, walking readers through ad quality measurement, ad effectiveness, and much more.

We also went to an expert for answers to questions about ad quality measurement. Stacey Hultgren, Director, Ad Quality Measurement sat down with us to provide insight and address FAQs.

Ad Quality Measurement Ensures You Get What You Pay For

Question: What is ad quality measurement?

Answer: "Ad quality measurement tells you if your ad did what it was supposed to do. As in, was my ad seen or heard by a real human within the content that I wanted it to be? It is an important measurement, as it is a baseline to ensure that what you bought is what you received. These assurances were initially introduced to the ad industry many years ago when publishers were being nefarious in their ad practices and the brands and buyers were unaware.

Think of it this way: It's like ordering a medium-sized, red t-shirt on Amazon, and then getting an extra-small pair of purple pants. You would be very confused if that's what arrived, but if you received a red t-shirt, you wouldn't even think twice about it because you received exactly what you purchased. Ad quality is essentially buyer insurance."

Measure Everything from Audibility to Brand Safety

Question: What so we measure when it comes to ad quality?

Answer: "Bucket ad quality into five buckets:

1. Audibility: Did my ad have the opportunity to be heard?

2. Viewability: Did my ad have the opportunity to be seen?

3. Fraud: Was my ad delivered to an actual human, not bots?

4. Audience verification: Did my ad deliver to my intended demographic and gender? Brand safety: Was my ad aligned with content that was free of illegal or egregious activities?

5. And lastly, brand suitability: Was my ad aligned with content that is appropriate for my brand?"

SiriusXM Media Is a Leader in Ad Quality

Question: How do we stack up when it comes to ad quality?

Answer: "At SiriusXM Media, we take ad quality very seriously, and we are well positioned to deliver high-quality ads within brand safe and suitable environments. We perform very favorably across the board and have designed our user experiences to optimize ad quality performance as well as minimize fraudulent activity. Additionally, we have technically set ourselves up to be vendor agnostic, which means advertisers can supply their ad quality measurement vendor of choice and we will be able to run it."

Let’s Build Quality Campaigns Together

With SiriusXM Media, you reach your target consumers in a quality ad environment with largest ad-supported audience in audio. And from ad quality right on down to ad effectiveness, we offer a full suite of measurement solutions to help both leverage the power of audio and assess the impact of your campaigns.

Let’s talk.

Learn More About Digital Audio Measurement