Tech Tuesday: The success of online advertising
Tech Tuesday is an ongoing series profiling the Forum’s Technology Pioneers. The Tech Pioneers are companies that have been recognized by the Forum for groundbreaking and innovative approaches in tackling some of the world’s most wicked problems. Each week we will showcase one of the 2012 Tech Pioneers. You can learn more about the Technology Pioneer Programme on the Forum’s website.
DoubleVerify provides tools designed to restore public confidence in business forced to operate in a global net environment increasingly exposed to swindlers, malware and cyber theft
As more and more business goes online, cyber crime is becoming vastly more sophisticated. Phishing attacks, Trojan horses and ultra-sophisticated worms and software viruses are the net equivalent of an IED (improvised explosive device). They strike unexpectedly and they are increasingly costly. A cyber attack not only hurts its target but also inflicts wounds on any unsuspecting advertiser who may be linked to the infected site and whose reputation becomes associated with the attack.
DoubleVerify’s solution to the problem is a series of groundbreaking verification tools that guarantee the reliability of a site. It combines pixel tracking technology with “Virtual Visitors” that explore every aspect of an online site and analyse its structure to guarantee against external malware. DoubleVerify is particularly effective at scanning Frames, a Web structure that enables advertising agencies and brokers to nest millions of third-party ads on millions of websites on a daily basis. Normal pop-up blocking systems can prevent these ads from reaching a site. As a result, the usual see-through rate which determines advertising fees can linger in the dismal 30% to 60% range. DoubleVerify’s technology, which is unique in being able to penetrate to more than three levels of iFrames, has a see-through rate that runs higher than 95%. By guaranteeing the reliability of sites, DoubleVerify not only restores the confidence of potential customers and advertisers, it is also accelerating the development of the net as a powerful marketing environment.
Oren Netzer, Chief Executive Officer
Location: NY, USA
Number of Employees: 135
Year Founded: 2008
DoubleVerify
575 Eight Avenue, 7th Floor
New York, NY 10018
USA
Telephone: +1 212 631 2111
info@doubleverify.com
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