DoubleVerify’s fake-news tool will filter out not just Breitbart but other sites like YoungCons, WND, Liberty Writer News and RawStory.
Gattinella sees its filter as being more scalable and consistent for brands compared to site-by-site blacklisting.
“AppNexus may take a stance on how they are filtering impressions, Facebook may take a stance on the sites they are going to allow links to on Facebook, but DoubleVerify is trying to solve this issue and protect the advertiser across the entire ecosystem,” Gattinella said.
He added that the filter will hit those sites where it hurts most: their wallet.
“Traffic to these kind of sites has more than doubled in the past couple of months. As a result, they are paid ad dollars,” Gattinella said. “[The filter] will have the effect of reducing the proliferation and long-term survival of these sites.”
Advertisers who already use DoubleVerify’s brand safety capabilities can add the filter at no charge.