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BizReport : Advertising archives : March 15, 2011

DoubleVerify to verify ads in Google Display Network

Here's a first for Google: the online giant is allowing advertising inventory purchased through the DoubleClick Ad Exchange to verified by a third party. DoubleVerify will provide the third party verification for the ad units; this should help to make campaigns more efficient while at the same time providing a security net for brands.

by Kristina Knight

doubleverify.pngAd verification, sometimes referred to as placement verification, allows marketers to know where and when their ads will appear within a website. Knowing this can help brands make better placements, for example near more relevant content, or away from potentially harmful content, for example a child's toy ad appearing near more adult-themed content.

This is the first time Google has allowed such verification through the GDN resource.

"Transparency and accountability are increasingly important in online advertising as more and more campaigns 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."

A 2010 study found that the safety of ads was more important than the scale of a campaign; by verifying where ads will appear brands can determine if that content is brand-safe and relevant. Those two options should increase the engagement factor for consumers. The study further found that most (89%) of media buyers were willing to shift media spending to ad networks if the campaign placements could be verified ahead of time.

Tags: ad placement Google, ad verification, advertising, DoubleVerify, online advertising, Oren Netzer

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