News Byte: Google Buys Bot-Battler
DoubleClick gets Spider.io in its web.
Last August Spider.io 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 Spider.io, 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 Spider.io's fraud fighting expertise in our products, we can scale our efforts to weed out bad actors and improve the entire digital ecosystem."