Google announced on Friday that it has acquired spider.io, an ad fraud-fighting technology company. Google will include this technology in its video and display ad products as a complement to measures it has already taken.
Google VP of Display Advertising Neal Mohan recaps some of these in a blog post:
Advertising helps fund the digital world we love today — inspiring videos, informative websites, entertaining apps and services that connect us with friends around the world. But this vibrant ecosystem only flourishes if marketers can buy media online with the confidence that their ads are reaching real people, that results they see are based on actual interest. To grow the pie for everyone, we need to take head on the issue of online fraud.
This is a fight we’ve taken seriously from the beginning. Over the years, we’ve invested significantly in the technology and talent to prevent fraud and create greater accountability online. For example, we put extensive resources towards keeping bad actors out of our ad systems — last year alone, we turned down millions of applications from sites looking to join our network because of suspected fraudulent activity. We also introduced new measurement tools, like MRC-accredited Active View, which lets advertisers buy only those ads that are viewable on a page. Active View offers greater peace of mind to all media buyers, but is especially important for brand marketers who want to know, first and foremost, that their ad has a chance to be seen.
Integrating the spider.io tech into video and display ad products is just priority number one for the acquisition. Google’s long-term goal is to improve metrics used by advertisers and publishers to determine the value of digital media, and give them a “cleaner picture” of which campaigns are performing the best.
The company says it can also use spider.io’s technology to scale efforts on weeding out bad actors.
Terms of the acquisition were not disclosed.
Images via spider.io