Google Acquires to Help Stomp Out Ad Fraud

Published: February 21, 2014 1:51 PM /


Google is trying to eradicate the online world from advertising fraud and in order to aid in their defensive effort they announced an acquisition of The London based start-up has been around for a meager 3 years and consists of only a mere seven employees. The tech company may be small but it has made a mighty impression with its respectable fraud fighting operation.

The investment was announced earlier today on DoubleClick and outlines Google’s plans to use the fraud detection technology in video and display ad products to accompany their current efforts.

Google VP of Display Advertising Neal Mohan states:

Over 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’s fraud fighting expertise in our products, we can scale our efforts to weed out bad actors and improve the entire digital ecosystem.
The terms of the acquisition were not disclosed but Google did reveal that in the past year they denied millions of applications of sites whom wished to join the network due to suspected fraudulent activity. It seems as though the company is making a push forward to combat a mounting issue in the industry.

What do you guys think of Google's effort to help fight this problem? Let me know in the comments below


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