DoubleVerify Announces Comprehensive Bot Fraud Solution Protects Brand Advertisers from Phony Web Traffic

Blocking Bots at the Source

NEW YORK – October 9, 2013  DoubleVerify (“DV”), the technology leader in providing MRC-accredited transparency and accountability solutions for digital advertising, today announced the launch of DV Bot Fraud Protection — an important advancement to safeguard brand advertisers and their inventory suppliers against phony web traffic across display and video platforms. DV Bot Fraud Protection is engineered to detect non-human browser traffic and stop bot impression fraud at the source.

DV Bot Fraud Protection utilizes proprietary technologies to evaluate hundreds of data points in order to pinpoint specific browsers with patterns of irregular non-human traffic behavior. That information is analyzed and integrated into the DV Fraud Protection platform to safeguard brand advertisers in 2 ways:

1. Avoiding Fraudulent Websites

Websites with significant levels of non-human traffic are flagged and analyzed for suspected impression fraud. Questionable domains are eliminated from upfront digital media plans, in-flight campaigns or real-time ad exchanges, based on an advertiser’s particular strategy.

2. Blocking Fraudulent Impressions

Individual ad impressions to an identified non-human browser are pre-emptively blocked in real time. This ensures that an advertiser will reject delivering an impression to a bot-controlled browser on any website or inventory provider.

“Phony bot traffic is costing the industry millions of dollars a day in wasted impressions, false clicks and fake registrations,” said Wayne Gattinella, CEO and President of DoubleVerify. “Delivering accountable performance in a brand-safe environment is critical and at DV, eliminating fraud is one of our most important initiatives to building a better industry.”

DV Bot Fraud Protection is the newest addition to the company’s broader Fraud Protection solutions that target copyright infringement, impression laundering and hidden ads. DV Fraud Protection is an important part of the DV Impression Quality suite of services that evaluate the quality and effectiveness of each impression in a digital ad campaign. DV Impression Quality solutions maximize performance across five critical dimensions – ad viewability, brand safety, fraud protection, impression delivery and ad prominence – that give brand advertisers and media sellers a comprehensive view of the quality and effectiveness of their digital media campaigns. DV Impression Quality solutions have been fully accredited by the Media Ratings Council (MRC).

To learn more about DV Impression Quality solutions, visit

About DoubleVerify

DoubleVerify is a leading software platform for digital media measurement, data, and analytics. DV’s mission is to be the definitive source of transparency and data-driven insights into the quality and effectiveness of digital advertising for the world’s largest brands, publishers and digital ad platforms. DV’s technology platform provides advertisers with consistent and unbiased data and analytics that can be used to optimize the quality and return on digital ad investments. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital advertising ecosystem, helping to build a better industry. Learn more at