Protects Brand Advertisers from Phony Web Traffic
Blocking Bots at the Source
NEW YORK, October 9, 2013 (ADOTAS) – DoubleVerify, the technology leader in providing MRC-accredited transparency and accountability solutions for digital advertising, today announced the launch of DVBot Fraud Protection — an important advancement to safeguard brand advertisers and their inventory suppliers against phony web traffic across display and video platforms. DV Bot Fraud Protection is engineered to detect non-human browser traffic and stop bot impression fraud at the source.
DV Bot Fraud Protection utilizes proprietary technologies to evaluate hundreds of data points in order to pinpoint specific browsers with patterns of irregular non-human traffic behavior. That information is analyzed and integrated into the DV Fraud Protection platform to safeguard brand advertisers in 2 ways:
1. Avoiding Fraudulent Websites
Websites with significant levels of non-human traffic are flagged and analyzed for suspected impression fraud. Questionable domains are eliminated from upfront digital media plans, in-flight campaigns or real-time ad exchanges, based on an advertiser’s particular strategy.
2. Blocking Fraudulent Impressions
Individual ad impressions to an identified non-human browser are pre-emptively blocked in real time. This ensures that an advertiser will reject delivering an impression to a bot-controlled browser on any website or inventory provider.
“Phony bot traffic is costing the industry millions of dollars a day in wasted impressions, false clicks and fake registrations,” said Wayne Gattinella, CEO and President of DoubleVerify. “Delivering accountable performance in a brand-safe environment is critical and at DV, eliminating fraud is one of our most important initiatives to building a better industry.”
DV Bot Fraud Protection is the newest addition to the company’s broader Fraud Protection solutions that target copyright infringement, impression laundering and hidden ads. DV Fraud Protection is an important part of the DV Impression Quality suite of services that evaluate the quality and effectiveness of each impression in a digital ad campaign. DV Impression Quality solutions maximize performance across five critical dimensions – ad viewability, brand safety, fraud protection, impression delivery and ad prominence – that give brand advertisers and media sellers a comprehensive view of the quality and effectiveness of their digital media campaigns. DV Impression Quality solutions have been fully accredited by the Media Ratings Council (MRC).
To learn more about DV Impression Quality solutions, visit doubleverify.com.
DV is the proven market innovator with the technology and insights that assure brand performance and effectiveness for the world’s largest advertisers online. DV solutions create value for media buyers and sellers by bringing transparency and accountability to the market, ensuring ad viewability, brand safety, fraud protection, accurate impression delivery and audience quality across campaigns to drive performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most value out of their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.