Google Enlists Spider to Keep the Web Safe for Advertisers
Google (NASDAQ:GOOG) has purchased fraud detection company Spider.io to help boost its efforts in preventing online fraud and create a safer, more profitable space for its advertisers, the company said Friday.
In a post on the company’s DoubleClick advertising blog, Google Vice President of Display Advertising Neal Mohan wrote: “Advertising helps fund the digital world we love today — inspiring videos, informative websites, entertaining apps and services that connect us with friends around the world. But this vibrant ecosystem only flourishes if marketers can buy media online with the confidence that their ads are reaching real people, that results they see are based on actual interest. To grow the pie for everyone, we need to take head on the issue of online fraud.”
Mohan went on to call Spider.io “a company that has spent the past 3 years building a world-class ad fraud fighting operation.” Spider.io works to identify and prevent fake ad clicks. Advertisers have to pay for how many clicks they get on online advertisements, and hackers have defrauded advertisers out of millions of dollars by creating programs that repeatedly click on the ads.
Google’s end goal is to make advertising with the site more reliable, which will in turn drive up the cost of placing ads on Google. “Over the long term, our goal is to improve the metrics that advertisers and publishers use to determine the value of digital media and give all parties a clearer, cleaner picture of what campaigns and media are truly delivering strong results. Also, by including spider.io’s fraud fighting expertise in our products, we can scale our efforts to weed out bad actors and improve the entire digital ecosystem,” Mohan said.