DoubleVerify secures $33 million for ad compliance

It's all about trust: With funding from JMI Equity and IVP, company enforces media verification

Most of us realize that the Web runs on advertising. There are ads on this page, there are ads on Facebook, there are ads everywhere your browser takes you. While we know that ad platforms and publishers work together in the placement of these ads, the system has become so complex that there are now third parties ensuring that placement runs as smoothly as it should.

DoubleVerify, provider of media verification and compliance for online advertising, announced Tuesday that it has raised $33 million in funding led by JMI Equity and Institutional Venture Partners (IVP), with participation from Blumberg Capital and First Round Capital.

The company has now raised $47 million to date from all aforementioned investors, along with Genacast Ventures. As part of today’s round, Bob Nye of JMI Equity and Dennis Phelps of Institutional Venture Partners have joined the company’s board of directors.

With patent-pending proprietary technology, DoubleVerify offers online media verification to advertisers, agencies, DSPs (demand side platforms), exchanges and publishers. The company guarantees verification in six critical areas.

For example, if an ad is being served on inappropriate (adult, illegal) content, DoubleVerify will track this. Similarly, geo-targeting tracking means the company ensures ads are served in their designated local, national or international segments. The other four areas include separation from competitors, ad placement (with detailed specifications), detection of fraudulent content like malware and online behavioral advertising compliance.

In short, DoubleVerify makes sure that publishers and platform are abiding by their own terms.

“Despite the growing complexity of online advertising,” said CEO Oren Netzer, “DoubleVerify has bridged the gap between what advertisers expect and what ad selling channels deliver, raising the accountability, trust and ROI in the industry.”.

Over 200 of Fortune 500 marketers work with DoubleVerify, and the company has partnered and integrated with all major publishers and sell-side platforms. Both facts speak volumes to the company’s influence in online advertising.

DoubleVerify was launched in 2008 and is headquartered in New York City, with sales offices in London and engineering offices in Tel Aviv, Israel.