When determining campaign ROI, what type of cost should ad verification be considered?

Ad verification is considered a non-working media cost because it does not directly contribute to the media placements that generate impressions or clicks. Instead, ad verification is an essential service that ensures ads are delivered correctly, viewed by the intended audience, and remain compliant with advertising standards and guidelines. This service helps advertisers assess the quality and effectiveness of their media buys rather than directly driving engagement or conversions.

Non-working media encompasses expenses related to the tools, technology, and services that support the campaign but do not directly facilitate the delivery of ads. Examples include ad verification, data analytics, and other marketing technologies. Recognizing ad verification as a non-working media cost helps marketers understand their total investment in ensuring the integrity and performance of their campaigns, allowing for a clearer calculation of return on investment (ROI).