Performance display ad firm Criteo has teamed up with Double Verfiry to ensure its clients ads do not appear on inappropriate or fraudulent sites.
The global deal will enable Criteo to enforce stringent “brand safety” requirements, by implementing DoubleVerify’s proprietary technology within its real-time buying environment.
DoubleVerify’s proprietary technology acquires data from each impression in real-time and interprets whether or not the site on which the ad is being served is safe.
Criteo will use DoubleVerify’s data for every one of its advertisers’ campaigns, and will use the data in real-time to prevent an ad being displayed in an unsafe location, rather than reporting this problem after the fact.
“Brand Safety has always been critical for Criteo. We looked at the available options in the marketplace to move beyond our current multiple layers of in-house protection, and it became clear DoubleVerify is the best solution and the industry standard to ensure that our ads will only run as intended,” said Jonathan Wolf, Chief Buying Officer for Criteo. “We believe this is the first time globally that anyone has implemented ad verification as an always-on solution for all their advertisers, and in such a way as to act in real-time before an impression is bought. Our confidence in DoubleVerify allows us to go live immediately in the US, with roll out globally over the coming months.”
“DoubleVerify and Criteo are two best-in-class display advertising companies, and we are delighted to provide Criteo with the highest level of content verification accuracy in the marketplace,” said C. Eoin Townsend, Senior Vice President, Partnerships and Business Development for DoubleVerify. “This partnership will allow Criteo to verify their inventory and ensure their campaigns are safe, efficient, and carried out to their full potential.”
The partnership between Criteo and DoubleVerify is currently live in the United States. A similar arrangement in Asia, Europe and the rest of the Americas is scheduled to roll out country by country over the next six months.
www.criteo.com
www.doubleverify.com