GroupM to offer digital ad verification
17 March, 2010
New Agreement Provides Pioneering Technology To Track Internet Ad Placements NEW YORK
— GroupM today announced it has entered into two new agreements with technology companies that will allow its media service agencies to definitively verify that their clients’ digital ads run in the right place and at the right time.
The media agency parent company’s pioneering steps address a growing problem in digital advertising in which impressions are delivered outside the intended parameters of a marketer’s strategic plan. In some cases, the ads have appeared on pornographic websites and others containing material deemed offensive to most viewers.
The companies GroupM signed agreements with are DoubleVerify and AdSafe, each of which has developed new verification technology that tracks digital ad placement and notifies GroupM agencies if their clients’ ads run contrary to campaign specifications.
“This is a major step for GroupM and its agencies that will help us solve a serious problem that has grown exponentially over the past few years,” said GroupM Interaction COO John Montgomery. “While we have tried to address the issue in our MSAs (Master Services Agreements) with publishers this has proved imperfect. The new technology provided by DoubleVerify and AdSafe allows us to prevent ads being placed adjacent to inappropriate content or outside other campaign specs, which will be a major advantage to brand advertisers who have been wary of the online space—especially ad networks and exchanges.”
Montgomery added that the problem has become so pronounced that tests of verification technologies leading to today’s agreements revealed that in a handful of campaigns intended for only the U.S., a significant percentage of impressions were delivered outside the country.
“Our clients must be protected from this practice,” Montgomery said.
Agreements were reached with two separate companies after an extensive audit and a live test run on a campaign of over 500 millions impressions in December. AdSafe and DoubleVerify’s technology were found to suit the kind of campaigns and environments that GroupM clients run.
“We are thrilled to have been chosen by GroupM as their vendor of choice for verification,” said Oren Netzer, co-founder and CEO of DoubleVerify. “Today’s announcement further solidifies GroupM’s commitment to making the online space transparent and accountable and validates DoubleVerify’s market leader status since pioneering the category two years ago.”
Helene Monat, president and co-founder of AdSafe, added: “We at AdSafe are the pioneers in providing proactive, preventative solutions for advertisers concerned with inappropriate content adjacencies. We are excited that GroupM has recognized our market leader position in preventative brand safety and believe that our Brand Safety Firewall provides a comprehensive solution to the brand safety issues facing advertisers today.” ABOUT GROUPM
GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including MAXUS, MediaCom, Mediaedge:cia and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our shareholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies. ABOUT DOUBLEVERIFY
) is the worldwide leader in online advertising verification and the top choice of marketers, agencies, ad networks and publishers looking to ensure brand safety, campaign transparency and regulatory compliance. DoubleVerify verifies over 25 billion advertising impressions per month for dozens of leading Fortune 500 marketers. DoubleVerify is headquartered in New York City, with engineering offices in Tel Aviv, Israel. Investors in DoubleVerify include Blumberg Capital, Institutional Venture Partners, First Round Capital and Genacast Ventures. ABOUT ADSAFE
AdSafe Media is the rating standard of online media. AdSafe uses proprietary algorithmic modeling and human verification to rate the brand safety of content on commercially supported web pages via the AdSafe Content Rating System. AdSafe’s Brand Safety Firewall enables Brands, Agencies and Ad-networks to prevent advertising from appearing on publisher web pages that do not conform to brand guidelines. AdSafe’s Content Monitoring Platform enables Ad-Networks and Publishers to identify and segment problematic site content, increasing monetization of display inventory. AdSafe is headquartered in New York, NY with operations in San Francisco, CA and London, England. For more information visit www.AdSafeMedia.com
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