Advertising self-regulating body National Advertising Division (NAD) has recommended influencer marketing outfit Ahalogy recall some claims about the functionality of its tri-verified influencer marketing tool.
The NAD calls influencer marketing “a form of marketing where a seller leverages the popularity and credibility of specific individuals to market a product in a testimonial manner.”
However, advertisers have difficulty measuring and gauging influencer effectiveness by the engagement of their audiences. As a result, companies have developed ways to inflate numbers, distorting the accuracy of data for advertisers.
Ahalogy purchases sponsored posts on platforms, and uses these posts to display influencer-created content. Through its Tri-Verified platform, Ahalogy can then track and measure the impact of the posts.
Ahalogy claims that its product is “the first-ever solution for verifying that influencer marketing impressions, traffic and other key engagement measures are valid".
NAD responded arguing that Ahalogy’s claims are misleading, implying that their platform can gauge all social media engagements, rather than the actuality of the influence of sponsored material.
Though NAD found Ahalogy had evidence to support their claims, they recommended they cease their “100% verified” claim, given that it could not verify data referencing organic posts. The NAD also suggested Ahalogy retract their statement saying they were the first to do so, as there was no evidence to support this.