After a private pilot of its real-time online media verification service, DoubleVerify has formally launched. The technology was in test phase for over a year.

DoubleVerify's technology tracks the delivery of ad campaigns and verifies that they are delivered in compliance with the advertiser's insertion order terms, conditions and buying guidelines. Its formal debut is buttressed by the support of a handful of blue-chip advertisers — including a major bank, a major telecom and a major pharmaceutical brand, DoubleVerify stated, coquettishly declining from disclosing brand names.

"Anything that eliminates waste in online advertising is a huge plus for everyone involved in the Internet economy," plugged Greg Stuart, ex-CEO of the Interactive Advertising Bureau and co-author of What Sticks.

"[DoubleVerify's technology] will help raise the value of the ads that are served as ordered and improve the ROI for marketers. It will also enforce accountability and discipline on publishers and ad networks."

Presently, DoubleVerify is being tested or used by around 24 Fortune 500 marketers. It is reportedly also in talks with 10 ad networks, including three of the top five, in potentially implementing its technology.

Shortly before its launch, DoubleVerify closed a $3.5 million Series A funding round led by Blumberg Capital. First Round, Genacast and a passel of private investors also participated.