DoubleVerify Gets Patent for Online Ad Verification

Online media checking firm DoubleVerify has been granted a new patent for its dual-verification technology, which authenticates the effectiveness of a digital ad impression, both before and after an ad is served.

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. Last month, the firm introduced a solution called IQ Viewability+, which it claims removes fraudulent impressions from ad viewability data.

The new patent certifies the process and methodology that powers the firm's 'DV Impression Quality' solutions, which combine data from web crawlers and from embedded pixels within an ad creative to give measures of ad viewability, brand safety, fraud protection, ad prominence and impression delivery.

COO Matt McLaughlin (pictured) comments: 'The only way to gain maximum transparency and ensure your online campaign is delivered as planned is to execute a combined pixel and crawler approach. Dual verification allows DV to accurately evaluate impression quality in ways that are not possible with a single measurement technique. No other method is accurate enough for the complexity of digital media today.'

Web site: www.doubleverify.com .