This is the fifth in a series of interviews with vendors combating the problem of ad fraud. Other companies participating in this series include White Ops, Moat, Telemetry, Sizmek, comScore, Dstillery and Asia RTB. Read previous interviews with Forensiq, Integral Ad Science, PubChecker and Videology.
DoubleVerify is not new to the ad fraud game.
When the company first opened its doors in 2009, it was, as its name denotes, primarily focused on the verification process that ensures ads appear where they’re intended to appear in compliance with regulations. DoubleVerify collaborated with the IAB back in 2012 to develop the “Guidelines for the Conduct of Ad Verification,” now considered the industry standard.
Today, DoubleVerify aims to be a full-service solution, said Chief Operating Officer Matt McLaughlin.
“We’re not just attacking one element of the fraud problem,” McLaughlin said. “There are a number of different types of online ad fraud that crop up wherever bad actors can make money in new and creative ways by generating impressions.”
Hidden ad fraud (impressions concealed behind other content or ads displayed in a tiny 1x1 pixel iFrame), laundering fraud (discussed below) and nonhuman bot traffic are par for the course.
Bots in particular are becoming more clever, and therefore insidious, making it harder to tell the humans from the robots.
“We apply hundreds of data points against billions of impressions and combine that with unique external information to identify an individual nonhuman browser,” McLaughlin said. “We take a deterministic approach to bot identification where we look at hundreds of data points per user/browser in a variety of environments so that we’re absolutely certain that the activity that we’re flagging is nonhuman and that we’re catching as many as possible.”
McLaughlin went into more detail with AdExchanger.