Summary:

Ad delivery monitor DoubleVerify has raised a large $33 million third round funding, which the company expects to use to build up its conten…

Ad delivery monitor DoubleVerify has raised a large $33 million third round funding, which the company expects to use to build up its content offerings and acquisitions. The New York-based company’s focus has generally been on making sure ads run where and as intended. But with the growth of behavioral targeting and audience buying through ad exchanges, the desire of marketers to make absolutely sure they’re getting what they paid for has created a lot of opportunities and competition at this end of the online ad landscape.

Ad verifiers will likely get a lot of new business this year from providers of audience targeting data, as marketers often feel frustrated by the lack of opacity of data segments.

While DoubleVerify launched amid the darkest part of the recession and has emerged in pretty good shape, the same is true of its competitors, particularly AdSafe.

But even indirect competition is starting to creep in. A recent example is comScore (NSDQ: SCOR), which earlier this month acquired ad campaign effectiveness firm AdXpose for $22 million.

As an example of its work in verifying ad placement and audience data providers, comScore recently signed a deal with ad targeter eXelate. So now, when marketers and agencies check out one of the company’s data segments, they’ll see a Good Housekeeping-like seal of approval telling them it’s been “Verified by comScore.”

As ad targeting becomes more commonplace, companies will need find more ways to separate themselves from the pack (especially after others follow eXelate’s move with comScore), so $33 million in additional funding — DoubleVerify, which has offices in London and Tel Aviv, has raised $47 million in total funding the last two years — that should help speed along the marketing and product development. Release

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