News Byte: Google Buys Bot-Battler

Share this content:
DoubleClick gets in its web.
DoubleClick gets in its web.

Last August informed Google's YouTube subsidiary that the botmaster Sambreel had returned to plant fraudulent ads on the screens of some 3.5 million users. Today, Google's DoubleClick divsion announced it had repaid the favor by acquiring the online fraud fighter. Terms were not disclosed.

"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. This is a fight we've taken seriously from the beginning," wrote DoubleClick VP of display advertising Neal Mohan in a blog announcing the acquisition this morning.

Mohan noted that DoubleClick last year denied millions of applications from shady online players seeking to join its network, and that it had introduced measurment tools such as Active View that lets advertisers buy only those ads that are viewable on a page. The company's first priority for, he wrote, would be to integrate its fraud detection technology in its video and display ad products.

"Our goal is to improve the metrics that advertisers and publishers use to determine the value of digital media," Mohan declared. "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."

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above