DoubleVerify Announces BrandShield
New York (December 23, 2009) DoubleVerify, the pioneer and market leader in online advertising verification, today announced an enhancement of its existing ad verification and remediation services with a new product. BrandShield, prevents and blocks ads from appearing next to inappropriate content. Tested by its major agency and ad network partners, BrandShield draws on DoubleVerify’s existing platform and technology which currently verifies over 20 billion monthly impressions on behalf of major Fortune 500 marketers in the Telecommunications, Pharma, Retail, Finance, CPG and Entertainment verticals. BrandShield’s ad blocking capability will be available, through a managed roll-out, starting January 15th to existing DoubleVerify clients.
“Since our launch in 2008, DoubleVerify clients have been asking for a real-time, scalable and reliable solution to protect against their ads appearing online near inappropriate content, before it occurs. Built on top of our existing robust and scalable verification infrastructure and working closely with our customers, we’ve now met this goal,” says Oren Netzer, Co-Founder and CEO of DoubleVerify. “Real-time inappropriate content prevention changes the playing field and significantly reduces advertiser exposure to this threat to their brand equity and ROI. “
DoubleVerify’s BrandShield ad blocking leapfrogs existing technologies overcoming major concerns and bottlenecks including: discrepancies due to nested IFRAMES; latency and availability.
Nested IFRAMES: According to DoubleVerify data, compiled using embedded pixels in client advertising and a patent-pending crawler system, 70% of impressions that are delivered on the Internet are implemented in a type of HTML code called nested IFRAMES. When nested IFRAMES exist, other solutions have difficulty identifying which site and page the ad is actually delivered on, which means they need to “block” the ad in 70% of the cases and are effectively creating a 70% discrepancy between sell-side and buy-side impression counts. DoubleVerify had ported its capability to “see through” nested IFRAMES from its existing reporting and remediation service as well, giving it the ability to accurately qualify and see-through nearly 100% of the impressions and minimize any possible discrepancy issues.
Latency and Availability: DoubleVerify’s patent-pending blocking tag reduces any latency surrounding the ad blocking process, alleviating publisher and marketer concerns about any potential impact on the user experience due to slower page loads caused by other verification processes.
Launched in May 2008, DoubleVerify customers and partners are a who’s who in media and advertising including 30 of the top 100 online spenders, as well as leading agencies.
DoubleVerify (www.doubleverify.com) is the market leader in online advertising verification. DoubleVerify provides agencies, marketers, publishers and ad networks with the first fully automated, fully authenticated, third-party verification solution for internet advertising transactions. Implementation benefits include increased advertising accountability by detecting and preventing waste or misuse of advertising budgets. As a result, advertisers and their agencies can take proactive measures and maintain brand reputation, while increasing accountability. DoubleVerify monitors billions of advertising transactions per month for major Fortune 500 marketers. DoubleVerify is headquartered in New York City, with engineering offices in Tel Aviv, Israel. Investors in DoubleVerify include Blumberg Capital, First Round Capital and Genacast Ventures.
