New scheme tackles web ad fraud

Companies concerned about whether their online ads are actually being seen are being offered a new service, designed to reduce ad fraud by eliminating machine or bot-based impressions from campaigns.
The scheme has been launched through an international partnership between video ad technology firm Tremor Video and digital performance company DoubleVerify.
When a call to serve an ad is received, DoubleVerify’s advanced fraud protection technology determines whether it is from a bot or consumer – if it is a bot, the impression is blocked and the ad will not be served. The partnership covered the UK, US and Canada.
“Digital ad fraud is a significant concern for our industry and is something that Tremor Video and our advertising partners are collaborating on to eliminate,” said Alex Macnamara, Tremor Video’s UK managing director. “We are completely committed to providing our advertising partners with the highest quality environments and placements and this partnership is a another important step to ensure brand safety is paramount.”
This is the latest initiative Tremor Video has embarked on to ensure the highest-quality, transparent offering to advertisers: VideoHub was the first video ad technology to be accredited by the MRC for a video ad viewability metric, while Tremor Video is the only company to offer Guaranteed Pricing – advertisers only pay when an ad is 100% viewable on the screen and viewed 100% to completion.

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