DoubleVerify, a company that tracks online ad insertion orders, has raised a $3.5 million funding to support its launch this week, the company told paidContent. The round was led by Blumberg Capital, with additional backing from First Round Capital, Genacast Ventures and unidentified individual investors.
The company, which is based in New York and has offices in Israel, has been testing its system for the past year. It claims its software can help agencies, marketers, publishers and ad networks reach a higher level of ROI by confirming that ads in an online campaign were delivered as promised. DoubleVerify is otherwise vague about its client list, saying it’s in talks with about 10 ad networks about tying its services up as an add-on for marketers. Still, the $3.5 million should be enough to get them a decent hearing with online marketers. Along with analytics, online ad accountability has achieved greater importance right now, as even online ad spending is feeling the impact of the recession.