DoubleVerify to Buy Ad Visibility Analyst Meetrics

Digital media measurement platform DoubleVerify is to acquire European ad visibility analyst Meetrics in an all-cash transaction, amount unspecified, expected to close this quarter.

Founded in 2008, Berlin-based Meetrics offers measurement across viewing, fraud and brand safety and suitability. The firm claims to be the only European player that has established official ad verification measurement partnerships with the 'walled gardens', including Google and Facebook, and its core solutions are accredited by the Media Rating Council.

As part of the deal, the Meetrics sales, product and engineering teams, and co-founders Philipp von Hilgers and Max von Hilgers (pictured), will continue to operate from offices in EMEA. DoubleVerify CEO Mark Zagorski says his firm's mission is to make digital advertising 'stronger, safer and more secure, giving global brands clarity and confidence in their digital investments', and adds: 'The Meetrics transaction fully supports this approach and bolsters our operating footprint in EMEA, adding experienced sales, product and engineering teams and tenured customer relationships that will continue to help accelerate the growth of our international business'.

Web sites: www.doubleverify.com and www.meetrics.com .