DoubleVerify Relaunches Ad Service To Boost Transparency
Hoping to make the Web safer for brand marketers, DoubleVerify on Tuesday is expected to relaunch its BrandShield ad-blocking service.
While the online ad market is improving, fear of inappropriate ad placement remains a drag on spending, insists Oren Netzer, CEO of DoubleVerify.
"To boost transparency and accountability in the industry, we've built our solution to specifically address this problem," he said.
BrandShield attempts to identify unwanted Web pages to prevent awkward placements before they occur. The new service can be customized, based on blacklist sites, whitelist sites, inappropriate page content categories and targeted geographies.
These features can also be used by ad networks, demand-side platforms and ad exchanges through the BrandShield Connect API.
According to recent research by DoubleVerify, the most compliant ad platforms showed incidents of noncompliance just 3% of the time -- outperforming the lower tier of players by almost nine times.
DoubleVerify says it can deliver a 96% see-through rate, or the rate at which ad impressions can be accurately located and verified. To do this, even before an ad is served to a page, DoubleVerify analyzes the site content with a proprietary crawling technology and compares it with agency campaign guidelines.
The company claims it can identify more than 75 possible inappropriate content categories, including natural disasters, aviation accidents and financial crisis.
Recent Online Media Daily Articles
-
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ... -
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into digital video platforms in a big way -- launching ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
Be the first to comment on "DoubleVerify Relaunches Ad Service To Boost Transparency"
Leave a Comment