New York, NY (PRWEB) July 21, 2010
DoubleVerify, the pioneer and worldwide leader in online media verification, today announced a research arm to uncover fraudulent sites as well as malware, spyware, adware and other forms of fraudulent online ads that put advertisers at risk for wasted spend and possible legal concerns. DoubleVerify’s Advertising Fraud Detection Lab will investigate advertising fraud in real-time and raise awareness of deceptive scams taking place every day across thousands of publishers.
The Advertising Fraud Detection Lab, led by a team of verification experts from security and antivirus organizations, ensures that DoubleVerify will stay one step ahead of fraudulent sites to protect advertiser and network clients. Furthermore, the group will drive collaboration between advertisers, ad networks and publishers to combat malicious activities that harm brands, legitimate publishers and users, and negatively affect the industry overall. It will adopt techniques and learning from those industries and combine it with DoubleVerify’s technology to combat advertising fraud. In the fall, the group will publish a white paper detailing findings from the first few months of its inception and recommending actions to mitigate publisher fraud risk.
“Because online advertising is so complex, marketers are often unaware when compliance is at risk due to rogue publishers acting inappropriately on ad networks and exchanges, and most ad networks don’t typically have the capabilities to verify the problem in real-time,” said Oren Netzer, CEO of DoubleVerify. “We created the Virtual Visitors technology specifically to combat this problem, where we can identify fraud the moment it happens and capture that information to provide our advertiser, ad network, and ad exchange clients with protection from bad publisher scams.”
In an initial test, the Advertising Fraud Detection Lab identified several examples of fraudulent publisher schemes that waste ad spend and put advertisers in danger of severe punishment from the government, regardless if they were aware of it taking place or not. Common, yet deceptive, types of fraud observed include:
- Misplacing or stealing ad tags: organizations sign up as a legitimate publisher and then re-place the tag on to an inappropriate site for advertisers
- Affiliate fraud: publishers using an affiliate program in order to accumulate more traffic by uploading affiliate sites in hidden iFrames, which users can’t see
- Invisible ads: loading ads on micro-sized iFrames (0x0) that are essentially hidden to users because they can’t see it even if it’s prominently placed on the page; the problem is magnified with auto-refresh mechanisms on the page
- Stacked ads: publisher stacks ads on top of each other to give the appearance of multiple ads served on a page, even if only one ad is visible; this problem is also magnified with auto-refresh mechanisms on the page
DoubleVerify captured evidence of these common fraud schemes deep within the ecosystem using its patent pending Virtual Visitors verification technology. No other technology provider can crawl pages for content and guarantee that fraud doesn’t exist. DoubleVerify can analyze pages in their entirety and take several screen shots so that advertisers and ad networks have evidence when fraud occurs.
DoubleVerify offers the most comprehensive suite of verification products in the market and the company continues to expand upon its products. Findings from the task force research are immediately applied to the company’s BrandAssure reporting solution and BrandShield blocking solution.
DoubleVerify (http://www.doubleverify.com) is the worldwide leader in online advertising verification and the top choice of marketers, agencies, ad networks and publishers looking to ensure brand safety, campaign transparency and regulatory compliance. DoubleVerify verifies over 35 billion advertising impressions per month for hundreds of leading Fortune 500 marketers. DoubleVerify is headquartered in New York City, with engineering offices in Tel Aviv, Israel. Investors in DoubleVerify include Blumberg Capital, Institutional Venture Partners, First Round Capital and Genacast Ventures.