Google Grabs in Anti-Ad Fraud Battle

In a move to breed a safer environment for its advertisers and reduce online fraud, Google has acquired, a three-year-old firm that works to preserve the quality of advertising metrics.

Google has been on the forefront of the movement to curb online advertising fraud from the early days of the industry. The company has invested in technology and talent to prevent fraud and drive greater accountability online. is another move on that front. Financial terms of the deal were not disclosed

Video, Display Ads Targeted

EUOur immediate priority is to include their fraud detection technology in our video and display ads products, where they will complement our existing efforts,EU said Neal Mohan, vice president of Display Advertising at GoogleEUs DoubleClick. EUOver the long term, our goal is to improve the metrics that advertisers and publishers use to determine the value of digital media and give all parties a clearer, cleaner picture of what campaigns and media are truly delivering strong results. Also, by including Spider.ioEUs fraud fighting expertise in our products, we can scale our efforts to weed out bad actors and improve the entire digital ecosystem.EU

Mohan took a moment to shout out to other industry players working against ad fraud, including the Internet Advertising BureauEUs Traffic of Good Intent (TOGI) task force, which he said also plays a critical role in the effort.

EUAs an industry, we can address this issue and block those who seek to game the system,EU Mohan said.

Removing All Doubt

We caught up with Greg Sterling, principal analyst at Sterling Market Intelligence, to get his take on the acquisition. He told us Google's efforts are clearly intended to catch click fraud and boost advertiser confidence in the system.

EUGoogle has an interest in deterring, catching and punishing -- if possible -- the sources of fraudulent clicks so...

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