DoubleVerify Launches Bogus Impressions Removal Tool

In the US, online media verification firm DoubleVerify has launched a solution called IQ Viewability+, which it claims removes fraudulent impressions from ad viewability data.

DoubleVerify is used to check that ads are placed above the online 'fold' - specifically, that 50% or more of an ad is seen in the browser window for at least one second. Its new IQ Viewability+ is powered by the firm's fraud detection technology, and has been developed to protect against all types of digital ad fraud, including copyright infringement, impression laundering, hidden ads, stacked ads, masked URLs, injected ads and bot fraud. The tool is being introduced in advance of the MRC's updated guidelines, which will require companies to remove fraudulent impressions from their data sets.

CEO Wayne Gattinella (pictured) comments: 'With digital ad fraud gaining in sophistication and scale, advertisers need assurances that they're not paying for phony ads that never reached their intended customers. With the basis for online media payments rapidly transitioning to a viewable impression, it's essential that the data that advertisers and their agencies use is fraud-free.'

Web site: www.doubleverify.com .