ADOTAS – Despite the recent acquisitions of AdXpose and Adometry, independent ad verification companies trudge on — with more investor cash! DoubleVerify just closed a $33 million series C round of funding led by later-stage investors JMI Equity and Institutional Venture Partners, bringing the “media verification and compliance” company’s funding total to $47 million.
Bob Nye of JMI Equity and Dennis Phelps of Institutional Venture Partners were given seats on DoubleVerify’s Board of Directors. Previous investors Blumberg Capital and First Round Capital also participated in the round.
In particular, DoubleVerify CEO Oren Netzer was excited about the funding from JMI Equity, the private equity firm that helped take DoubleClick private before it was acquired by Google.
JMI’s “pedigree and track record for growing digital media will be an asset in further establishing our leadership in online media verification and will help us drive more innovation in online measurement, advertising accountability and planning to ensure the trust and viability of this segment,” he said.
Verifying on average of more than 40 billion impressions a month, DoubleVerify’s technology is by more than 200 of the leading Fortune 500 marketers and all six of the major agency holding companies. In addition, it is integrated with major premium publishers and sell-side platforms. In late May, the company introduced page-level ad blocking, while in March announced that it was tagging Google exchange inventory.
DoubleVerify is also one of the three companies that serve the Ad Choices behavioral targeting icon. Since July 2010, DoubleVerify has grown from a staff of 30 to 160 currently; although headquartered in New York City, the company has engineering offices in Tel Aviv and recently opened a European sales office in London.