Undertone Selects Adometry For Ad Verification

Premium ad network Undertone Networks has tapped Adometry and its ad verification technology, the companies said Tuesday.

Incorporated into Undertone's Verification Included program, Adometry will provide its Veracity ad verification and effectiveness software to advertisers for use on select campaigns.

Veracity provides both ad verification and effectiveness metrics to advertisers and advertising agencies so as to ensure that placements are compliant with contract and insertion guidelines.

"Our Verification Included program is just another way Undertone works to protect brands and advertisers," said Michael Cassidy, CEO of Undertone Networks. "Adometry's Veracity software can provide our clients with further assurance that their campaigns are reaching only the highest quality sites."

Founded in 2002, New York-based Undertone operates an ad network with partners including ABC Family Channel and Discovery Communications. It currently has offices in seven major U.S. media markets.

In May, Undertone debuted Qualified Insights, which provides a method to assist companies in analyzing how advertising campaigns influence consumer behavior, interaction, and long-term commitments to brands. Presently, Undertone has roughly 350 sites in its ad network.

A division of Intercept Interactive, Undertone has aspirations as a full-service interactive media and marketing firm. Pursuing growth at home and abroad, Undertone received an investment in the range of $40 million to $100 million from JMI Equity in early 2008.

In 2007, it launched a search engine marketing and search engine optimization practice, dubbed Undertone Search. The pay-per-click SEM offering encompasses ads on all major search engines, including Google, Yahoo, MSN and Ask.com, and is a fully managed service with Undertone reps managing planning, keyword identification, bid management, tracking and reporting.

Competing against Double Verify and Mpire -- as well as analytics providers like Atlas -- Adometry monitors where ads run to ensure they are compliant. Compliance means ads do not run on inappropriate sites, or alongside inappropriate content.

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