Many have long suspected that the online advertising space is full of crooks and shady characters, buut it’s too hard for any one company or organization to police.
Enter the fast-growing online verification company DoubleVerify, which is out to play digital Batman. The company has announced the formation of a new research division specifically aimed out weeding out the dicey or outright criminal aspects of online advertising. According to officials, the company’s new Advertising Fraud Detection Lab will aim to identify and exposed advertising fraud in a real time basis.
DoubleVerify believes it can do so because it’s tools are being used by more and more online advertisers to verify automatically that their campaigns run as they are supposed to. That theoretically provides the company a wide view of what goes on the Internet.
The kinds of fraud DoubleVerify is looking to out is probably not the sort of behavior found on sites like Yahoo or CNN.com—but it is the sort of gamesmanship that some believe is rampant on the Web’s long tail. For example, the company says it will nail sites that run multiple banners on top of one another to gain credit for ad impressions that consumers will never actually see—or sites that run super tiny ads that are essentially hidden from the average users’ view.
Similarly DoubleVerify claims it will go after sites that steal ad tags—resulting in ads running on inappropriate sites—and affiliate program abuses. Besides ad fraud, the company plans to also use its new Detection Lab to expose sites that employ spyware and malware, said officials.