Google to Rival Ad Verification Firms With Own Feature

Testing capability within DoubleClick for Advertisers

Companies like DoubleVerify, AdSafe and AdXpose have built a business on ensuring that marketers’ display ads pop up only in brand-safe environments. While those companies have since expanded their services into other areas, Google may be about to relegate their historical business into simply a feature. Google has built out ad verification capabilities within its DoubleClick for Advertisers ad management and ad serving platform and may roll it out as soon as a month from now, according to a source with knowledge of the capability.