NEW YORK, Feb. 10, 2014 /PRNewswire/ -- DoubleVerify, the technology leader in providing transparency and accountability in digital advertising, today announced it has acquired the intellectual property and technology assets from RealTargeting, a software company created to uncover the sophisticated methods behind the illegal practices of online ad fraud. Terms of the transaction were not disclosed.
The RealTargeting technology will be integrated with the DoubleVerify Fraud Protection suite that addresses a broad set of digital fraud schemes that include bot fraud, hidden ads, and impression laundering. As part of the acquisition, Aaron Doades, founder and CEO of RealTargeting, is joining DoubleVerify to lead the company's new product initiatives to help advertisers, publishers, networks and exchanges solve the growing problem of digital ad fraud. The Interactive Advertising Bureau estimates 36% of internet traffic is generated by non-human fraudulent bots.
"Our customers are looking to DV to raise the quality and impact of their digital ad campaigns, and fraud is at the top of their list," says Wayne Gattinella, CEO of DoubleVerify. "The acquisition of RealTargeting dramatically accelerates our lead in combatting digital ad fraud and building confidence in the online ecosystem as a safe and reliable marketing channel. When we deliver solutions that help build a better industry, everybody wins."
DV Fraud Protection is a part of the DV Impression Quality solution suite, which maximizes performance across five critical dimensions - ad viewability, brand safety, fraud protection, ad prominence and impression delivery. To learn more about DV Impression Quality solutions, visit doubleverify.com.
DV is the proven market innovator with the technology and insights that assure brand performance and effectiveness for the world's largest advertisers online. DV solutions create value for media buyers and sellers by bringing transparency and accountability to the market, ensuring ad viewability, brand safety, fraud protection, accurate impression delivery and audience quality across campaigns to drive performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most value out of their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.