Audience verification is an auditing process by which an ad verification service allows advertisers to control that ads are actually served to the intended targeted profile of audience according to IO specifications.
Audience verification services measure audience composition accuracy by verifying audience profile against a cookie database owned by a third-party data provider. Of course, the same third-party data provider can’t be used for initial targeting and audience verification. Online panels like ComScore can also provide audience verification.
Most often the verification is done for demographic criteria.
Use of ad exchanges rises the audience verification issue as ads are often bought one by one on different publisher’s websites.