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Verification Tech Moves to Display Ads - Bearing Analytics

More sophisticated - or even just more - ad verification technologies and products are coming to market aimed specifically at the display format. While such technology are ubiquitous for search and even video, they have bypassed to a large degree the display space. That is changing, though.

Exhibit A is Click Forensics, which just closed a $6 million Series C funding round led by Austin Ventures with participation from Sierra Ventures and Shasta Ventures with the aim of building out this functionality, CEO Paul Pellman tells MarketingVox. "Most solutions out there are about brand safety and content adjacency - making sure ads don’t appear next to inappropriate content. But there is a larger challenge around opaqueness - such as number or types of visitors - that marketers want addressed to, particularly with search."

Ad verification, combined with analytics is one answer, he says. The capital the company raised, he says, will be used to push these products out the door faster.

For its part, Mpire, which offers a campaign verification, optimization and brand protection application called AdXpose, is focusing on porting traditional rich media and video metrics like engagement to the display verification market, Kirby Winfield, president and chief revenue officer, tells MarketingVox. There is a lot of demand for placement verification not only in terms of content adjacency but also as another piece of the analytics mix, he says. "That is where we are developing our next product set."

Mpire can offer basic engagement data today. Within the next three months its expects to offer a version enhanced with analytics. It is also developing a mobile verification product that supports both Flash and HTML5.

Another example is YuMe, a video advertising technology company, which recently enhanced security features on its domain detection technology, which can collect information about the in-page environment of a syndicated or embeddable player when it makes an ad request, even when the player is not associated with a companion banner. This allows YuMe to prevent ads from running in video players that have been embedded on inappropriate websites.

Jayant Kadambi, president and co-founder of YuMe, tells MarketingVox that within six to 12 months ad verification in the video space should be able to give context and location information for all different video formats.

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