DoubleVerify adds publisher-side capability with acquisition of Ad-Juster

DoubleVerify, which authenticates digital advertisements for manufacturers and advert platforms, has introduced an acquisition on the writer facet.

The New York City-based agency mentioned this week it has bought Ad-Juster, an analytics and reporting platform for digital publishers, in an all-cash, all-stock deal.

Ad-Juster integrates information about promoting stock and gross sales from third-party servers and demand platforms, in order that publishers can have a single image of their programmatic advertisements as they attempt to get the best income for his or her advert area. It reconciles information from the assorted sources that present advert information, equivalent to cellular advert platforms, video advert platforms and metrics round viewability – a number of information sources that usually present discrepancies.

Headquartered in San Diego and based in 2007, Ad-Juster says it has greater than 110 writer shoppers, together with over half of the highest 100 comScore-ranked net publishers. Clients embody Pandora, LinkedIn, NBC and Univision.

‘Holistic measurement’

DoubleVerify CEO Wayne Gattinella mentioned in a press release that the mixed firms will “create a holistic measurement & analytics solution across the entire digital ecosystem,” with Ad-Juster for the sell-side publishers and DoubleVerify for the buy-side advertisers.

Gattinella informed Ad Exchanger that his firm had been in search of a supply-side, publisher-based analytics software since early this 12 months, as DoubleVerify appears to tie collectively publishers’ and advertisers’ wants, equivalent to the sort of surrounding content material the previous is offering and the latter is in search of.

In the summer season of 2017, Ad-Juster was bought by Chinese personal fairness agency Innotech, half of a wave on the time of advert tech acquisitions by Chinese patrons. DoubleVerify has additionally been on a bit of a shopping for spree, buying Finnish content material classification agency Leiki in January and Belgian video measurement firm Zentrick in March.

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