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Verifying Ad Verifiers, "Social Video" Cos.

  • Adweek, Tuesday, March 20, 2012 12:36 PM

So much for ad verification. AdWeek blows the whistle on DoubleVerify -- which it calls “one of the leaders in the ad verification space” -- for its inability to keep Verizon banner ads away from unseemly Web content. The ads -- delivered by ValueClick and tracked by DoubleVerify, according to AdWeek – were found on Dumage.com, alongside racy photos with cap tions like “Gigantic Tits, God’s Apology toFat Girls” and “Lesbians. All Girls Have It in Them. For Some It Comes Naturally. Others NeedAlcohol.” 

Writes Adweek: “Want to know why many big brand advertisers are still seriously wary of the Internet? Just check out Dumage.com.” Contacted for comment, DoubleVerify CEO Oren Netzer told Adweek that some advertisers only use DoubleVerify’s technology for reporting, not actually blocking questionable ad placements. Adweek also found several ads on Dumage.com delivered by Viewable Media, which is a division of the Web video analytics firm Visible Measures.

Because Visible Measures bills itself as a “social video” company, its presence on a site like Dumage could call into question the entire social video category, the trade magazine reports. “That’s because social video companies claim to be fundamentally different than video ad networks in that they ‘seed’ video ads across the Web, delivering them only to users that want to see them.”

 


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