It was recently announced that DoubleVerify, a leading company in providing transparency and accountability in digital advertising, acquired a technology from a software company (RealTargeting), which helps to uncover complex methods used by perpetrators of online ad fraud. The software will be integrated into the DoubleVerify Fraud Protection suite, which is already an industry leading platform.
Together, the suite will address a wide range of fraudulent schemes including bot fraud, hidden ads, impression laundering and more. Along with the technology, DoubleVerify is getting the founder and CEO of RealTargeting, Aaron Doades, to join the company. He will lead DoubleVerify’s new product initiatives, which will help advertisers, publishers, networks and exchanges to combat the digital ad fraud problem that is plaguing the industry.
Wayne Gattinella, CEO of DoubleVerify, said of the move, “Our customers are looking to DV to raise the quality and impact of their digital ad campaigns, and fraud is at the top of their list. The acquisition of RealTargeting dramatically accelerates our lead in combating digital ad fraud and building confidence in the online ecosystem as a safe and reliable marketing channel. When we deliver solutions that help build a better industry, everybody wins.”
This is the latest in a number of moves by companies throughout the digital advertising industry to combat ad fraud so far in 2014. Clearly the industry is finally taking this problem seriously, and taking bold steps to combat it. As a leader in anti-fraud technologies, DoubleVerify is continuing to set the standard in aggressively helping marketers, affiliates, ad networks and companies fight the problem.
