Google acquires British firm to prevent online ad fraud

February 21
3:51 PM 2014

London's has been snapped up by Google, according to the company's DoubleClick ad blog announcement posted on Re/Code. is a startup that detects online ad fraud, according to TechCrunch.

The financial terms of the acquisition deal were not disclosed by Google. However, basing on the size of's niche product, it was likely a huge deal for the three-year-old startup, the report stated.

Google's blog announcement read: "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. " has technology that will assist Google in identifying bad online video and display ad behavior. The said technology detects attacks coming from a malware-infected computer. Hijacked PCs are often programmed to generate a high ad request volume. This manipulates the actual numbers and robs online advertisers of millions of revenue, TechCrunch reported.

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