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Advertising - Monday, May 18, 2009

Online Ad Auditing Tech Firm DoubleVerify Raises $3.5M

NYC's DoubleVerify has won Series A round at $3.5M. Blumberg Capital led the round with First Round Capital and Genacast Ventures.

DoubleVerify seeks to automate a roll in online advertising where ad placement is verified. Its common for ads to run where they should not, especially via ad networks. That means ads may run on parts of sites that an advertiser doesn't want to be or even on a site. It's fairly easy for a media buyer to catch mistakes using some basic verification tools but this can cause friction with publishers so we do see a role for a third party like DoubleVerify.

DoubleVerify is yet another online ad tech firm coming out of Israel (DoubleVerify has its engineering offices there). It is led by co-founder and CEO Oren Netzer who was GM and COO at CheckM8, an online ad serving and rich media technology firm.

DoubleVerify says that is has been testing with a number (two dozen) of large advertisers before its official launch. It will be interesting to see who foots the bill for DoubleVerify.

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