NEW YORK, Jan. 22, 2014 /PRNewswire/ -- DoubleVerify, the technology leader in providing transparency and accountability in digital advertising, today announced IQ Viewability+, a major advancement in ensuring the accurate delivery of a viewable ad impression. Viewability+ validates a 'true' fraud-free digital impression by effectively eliminating the phony traffic and fraudulent practices that impact the integrity and performance of digital campaigns.
Viewability+ is powered by the industry's most advanced fraud detection technology, which gives advertisers, publishers and network providers accurate data and insights into how their online promotion is actually seen. IQ Viewability+ protects against all types of digital ad fraud that includes copyright infringement, impression laundering, hidden ads, stacked ads, masked URLs, injected ads, as well as 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."
"Ad fraud is a major concern as the industry moves towards transactions based on viewable impressions. As buyers, we will use viewability as a fundamental KPI for assessing campaign performance and as such we'll need to know that this data is fraud-free," says Angelina Eng, VP / Director, Digital Media Operations at Aegis Media NA. "We applaud market leaders like DV that provide innovative solutions that address our needs, and with actionable results. Removing fraud from viewability is a logical next step to deliver more accuracy to the digital media ecosystem."
The change in viewability data comes prior to the updated release of the MRC guidelines, which will indicate that an impression deemed fraudulent will NOT be considered "in view" and thus is requiring any company that offers this service to adhere to these guidelines in removing fraudulent impressions from their data set.
IQ Viewability+ is the latest advancement to the company's broader Impression Quality suite of services that evaluate the quality and effectiveness of each impression in a digital ad campaign. DV Impression Quality solutions maximize performance across five critical dimensions - ad viewability, brand safety, fraud protection, impression delivery and ad prominence - that give brand advertisers and media sellers a comprehensive view of the quality and effectiveness of their digital media campaigns. DV Impression Quality solutions have been fully accredited by the Media Ratings Council (MRC).
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.