SOURCE: DoubleVerify

DoubleVerify

March 15, 2011 09:35 ET

Google Opens Up Google Display Network Inventory Purchased Through DoubleClick Ad Exchange for Verification With DoubleVerify

DoubleVerify Increases Brand Safety for Ad Buyers and Sellers Through Verification Services on Google Display Network

NEW YORK, NY--(Marketwire - March 15, 2011) - DoubleVerify, the pioneer and worldwide leader in online media verification and compliance, announced today that it has secured approval from Google to provide verification across Google Display Network (GDN) inventory bought through Google's DoubleClick Ad Exchange. Up to now, Google has not allowed third party verification across GDN inventory bought through the DoubleClick Ad Exchange. Verification was previously allowed on GDN inventory purchased directly from Google, but not on GDN inventory bought through Google's ad exchange, until today. Now, advertisers buying GDN inventory through the DoubleClick Ad Exchange may include a DoubleVerify verification tag on campaigns.

This move signals the continued acceptance and adoption of DoubleVerify's ad verification technologies and the importance of verification in driving the popularity and growth of advertising exchanges and automated buying. Google acceptance of verification in exchange inventory will help increase adoption and usage of ad exchanges even further, as brand safety improves for advertisers. A study with agencies conducted by DoubleVerify last year showed that more than 72 percent of ad buyers chose brand safety over scale when planning media campaigns. The study also found that more than 98 percent of media buyers indicated that third-party verification of their campaign was important. Additionally, more than 89 percent of buyers indicated they will be more willing to spend or shift budget to ad networks that offered third-party verification.

"Transparency and accountability are increasingly important in online advertising as more and more campaigns are being are being purchased and delivered via automated systems like ad exchanges, trading desks and DSPs," said Oren Netzer, Co-Founder and CEO of DoubleVerify. "Advertisers can buy more when they know their campaigns are safe and accountable. We're thrilled to have Google as a partner and look forward to providing our services to clients buying at scale on the DoubleClick Ad Exchange."

DoubleVerify's AdAssure and BrandAssure products will be immediately approved for use on the Google Display Network bought directly from GDN and through the DoubleClick Ad Exchange. The services will provide clients with timely and extensive reporting around the placement of their ads.

About DoubleVerify
DoubleVerify (www.doubleverify.com) 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 sales offices in London and engineering offices in Tel Aviv, Israel. Investors in DoubleVerify include Blumberg Capital, Institutional Venture Partners, First Round Capital and Genacast Ventures.