DoubleVerify Announces Fraud-Free Ad Viewability Solution

NEW YORK, NY (January 22, 2014) – DoubleVerify (“DV”), the technology leader in providing transparency and accountability in digital advertising, today announced IQ Viewability+, a major advancement in ensuring the accurate delivery of a viewable ad impression. Viewability+ validates a ‘true’ fraud-free digital impression by effectively eliminating the phony traffic and fraudulent practices that impact the integrity and performance of digital campaigns.

Viewability+ is powered by the industry’s most advanced fraud detection technology, which gives advertisers publishers and network providers accurate data and insights into how their online promotion is actually seen. IQ Viewability+ protects against all types of digital ad fraud that includes copyright infringement, impression laundering, hidden ads, stacked ads, masked URLs, injected ads, as well as bot fraud.

“With digital ad fraud gaining in sophistication and scale, advertisers need assurances that they’re not paying for phony ads that never reached their intended customers,” said DoubleVerify CEO Wayne Gattinellahttp://www.doubleverify.com/leadership. “With the basis for online media payments rapidly transitioning to a viewable impression, it’s essential that the data that advertisers and their agencies use is fraud-free.”

“Ad fraud is a major concern as the industry moves towards transactions based on viewable impressions. As buyers, we will use viewability as a fundamental KPI for assessing campaign performance and as such we’ll need to know that this data is fraud-free,” says Angelina Eng, VP / Director, Digital Media Operations at Aegis Media NA. “We applaud market leaders like DV that provide innovative solutions that address our needs, and with actionable results. Removing fraud from viewability is a logical next step to deliver more accuracy to the digital media ecosystem.”

IQ Viewability+ is the latest advancement to the company’s broader Impression Quality suite of services that evaluate the quality and effectiveness of each impression in a digital ad campaign. DV Impression Quality solutions maximize performance across five critical dimensions – ad viewability, brand safety, fraud protection, impression delivery, and ad prominence – that give brand advertisers and media sellers a comprehensive view of the quality and effectiveness of their digital media campaigns. DV Impression Quality solutions have been fully accredited by the Media Ratings Council (MRC).

To learn more about DV Impression Quality solutions, visit www.doubleverify.com.

About DoubleVerify

DoubleVerify is a leading software platform for digital media measurement, data and analytics. DV’s mission is to be the definitive source of transparency and data-driven insights into the quality and effectiveness of digital advertising for the world’s largest brands, publishers and digital ad platforms. DV’s technology platform provides advertisers with consistent and unbiased data and analytics that can be used to optimize the quality and return on their digital ad investments. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital advertising ecosystem, helping to build a better industry. Learn more at www.doubleverify.com