- Mike Shields, Mediaweek

As the Web becomes more fragmented, and as more and more online advertising is sold through third and fourth parties via networks and exchanges, major brands are taking extra steps to ensure that their campaigns run exactly as planned.

As a result a slew of new companies have emerged that specialize in online ad verification services, enabling brands to monitor their campaigns in real time and make adjustments as needed—such as pulling down banners from sites featuring what they consider inappropriate content.

Leading verification firm DoubleVerify is taking this tactic a step further with the Jan. 15 launch of BrandShield, a tool which it claims will automatically prevent online ads from running in places they shouldn’t, based on whatever parameters an advertiser predetermines.

According to DoubleVerify co-founder and CEO Oren Netzer, the sort of ongoing assurance that BrandShield can provide clients is crucial. “This is a major leap, since there is no lag time,” he said. Previously, DoubleVerify and other companies in this category were only able to pick up on ads running alongside undesirable content after they had already been served on sites, says Netzer, requiring brands and agencies to be diligent—often having to resolve discrepancies hours later. “Now there is no need to go back after the fact.”

Besides blocking inappropriate content, Netzer said that many clients are using DoubleVerify services to make certain that even the most basic parameters of their campaigns are adhered to, such as timing (particularly for promotions), geography, target audience and content genre.

Netzer would not comment on which companies DoubleVerify is working with, but according to sources, several top advertisers from the telecom and banking categories now employ DoubleVerify for all of their campaigns, including Verizon, T-Mobile, Bank of America, Wachovia and Wells Fargo.

Several brands from the packaged goods and pharamaceutial worlds have also signed on, including Mars Inc. and AstraZeneca.

Overall, DoubleVerify now monitors 20 billion impressions per month, per company officials.