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BizReport : Advertising : January 28, 2014


Ad Roundup: Releases increase brand security, customer experience

This week two releases to the online space will be brands and marketers more to talk about within company walls. DoubleVerify is releasing a fraud-free ad platform while ClickTale is launching a platform that will give brands insight into on-site behavior from visitors/shoppers. Here are the details:

by Kristina Knight

First, DoubleVerify has released an ad solution that is fraud-free. Called IQ Viewability, the platform offers fraud-less digital impressions by eliminating fraudulent traffic and practices that hamper ad integrity. The platform protects against copyright infringement, impression laundering, hidden, stacked or injected ads, masked URLs and 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 Gattinella. "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."

Meanwhile Clicktale is launching Side-by-Side Heatmaps which give brands and advertisers great insight into how visitors are engaging with websites. The platform allows brands to track mouse moves and scrolling or clicking; this kind of information gives behavioral information which can help website owners offer better customer experiences.

"We are always striving to roll out new and innovative solutions for our customers," said Hadas Sheinfeld, VP Product Manager, ClickTale. "Side-by-Side Heatmaps is an important addition to our product suite, and the next step in the evolution of website optimization."

Through the platform brands can better understand customer behaviors and perhaps uncover why A/B testing of content/layout fails as well as identify issues with website performance across browsers and devices.

Image via Shutterstock

Tags: advertising, advertising fraud, brand engagement, ClickTale, DoubleVerify, website performance










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