SOURCE: DoubleVerify


December 14, 2010 12:00 ET

DoubleVerify Becomes Approved Technology Provider for Digital Advertising Alliance and Launches Solution to Drive Rapid Adoption of Self-Regulatory Program

With 35 Billion Monthly Impressions, DoubleVerify Will Make the Advertising Option Icon Available to All Customers at No Cost Until June 2011

NEW YORK, NY--(Marketwire - December 14, 2010) - DoubleVerify, the pioneer and worldwide leader in online media verification, today announced that the Digital Advertising Alliance (DAA) designated the company as an approved provider for its Self-Regulatory Program, aimed at protecting consumer privacy online. DoubleVerify will add the "Advertising Option Icon" into its Online Behavioral Advertising (OBA) solution and offer it as a free add-on to verification customers until June 2011. This allows DoubleVerify customers such as marketers, ad networks and DSPs to quickly and easily comply with the industry's new self-regulatory standards. By offering this solution across its massive footprint of 35 billion verified impressions per month, DoubleVerify is helping speed the adoption of the industry's self-regulatory program.

The DAA is an entity founded by the American Association of Advertising Agencies (AAAA or 4A's), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB). The coalition is promoting the use of the "Advertising Option Icon" to be displayed within or around online advertisements or on web pages where data is collected and used for behavioral advertising. To prevent government regulation in online advertising, the DAA is pushing for all industry constituents to comply with the self-regulatory program, where individual industry organizations will start enforcement efforts on deadline dates -- January 31, 2011 for the DMA and March 31, 2011 for the Better Business Bureau. Because of its wide reach and hassle-free implementation, DoubleVerify's solution is the fastest and easiest method of compliance through the DAA.

"Self-regulation is the right approach for online advertising and our work with the DAA gives the industry the confidence to continue growing while staying ahead of industry regulations," said Oren Netzer, CEO of DoubleVerify. "To help speed up the adoption of the self-regulatory program, we're offering our OBA Compliance product to our verification customers at no extra charge until June 2011. With no cost associated, no negotiation and no implementation hassle, advertisers can adhere to industry standards with a click of a button. By integrating the advertising choice icon into our OBA solution, self-regulation will scale quickly."

DoubleVerify's OBA compliance technology uses the same ad tag it uses for its suite of verification products, enabling ad buying companies to comply with industry standards simply by checking a box on the system's interface. The solution includes the placement of the advertising option icon, the management of the disclosure information, the link to the user opt-out mechanism, as well as detailed evidence and reporting on compliance.

"The 4A's, ANA, AAF, DMA and IAB are excited about DoubleVerify's endorsement and designation as an approved provider for Compliance with the Self-Regulatory Program for Online Behavioral Advertising," said Stuart P. Ingis, Venable LLP, Counsel to the trade associations. "DoubleVerify will make it easier and faster for advertisers and ad networks to become compliant with the self-regulatory guidelines."

"We're excited to see a leader like DoubleVerify push for industry-wide adoption of the cross-industry self-regulatory program and are confident the traction DoubleVerify will bring to the initiative will prove to the FTC and consumers that we as an industry take consumer privacy seriously," said Mike Zaneis, SVP and General Counsel at IAB.

About DoubleVerify
DoubleVerify ( is the worldwide leader in online advertising verification and the top choice of marketers, agencies, ad networks and publishers looking to ensure brand safety, campaign transparency and regulatory compliance. DoubleVerify verifies over 35 billion advertising impressions per month for hundreds of leading Fortune 500 marketers. DoubleVerify is headquartered in New York City, with engineering offices in Tel Aviv, Israel. Investors in DoubleVerify include Blumberg Capital, Institutional Venture Partners, First Round Capital and Genacast Ventures.