Lucid recently launched Proof, a new tool determine the effectiveness of an ad by seeing whether it actually reaches the target demographic. Lucid has been collecting mass amounts of information by having marketing research surveys filled out in exchange for points, miles, or minutes. These surveys collect demographic data as well as store a cookie on the devices that users are taking these surveys from. Proof uses these stored cookies to determine who is viewing ads. During beta testing, they were able to find that a publisher was not reaching the demographic they had promised and had instead been reselling its traffic to others. This new tool will create a new level of accountability for publishers and allow advertisers to see if their ads are effectively reaching their targets.