According to DoubleClick Advertiser Blog, Google acquired Spider.io in order to invest in a cleaner and more accountable web. Spider.io is a company from London that spent over 3 years building a world-class ad fraud fighting operation.
Spider.io’s functionality is designed specifically to detect attacks originating from PCs infected by dangerous malware viruses. Often these hijacked computers are programmed by their attackers to place a high volume of ad requests, thus skewing the numbers and defrauding online advertisers out of millions of dollars. The Spider.io team brings some impressive talent to Google’s team, including three PhDs and a an ex-Yahoo natural language processing and artificial intelligence expert.
After this investment, Google’s Adwords program will certainly become more credible than before. Because most of the peoples who used Google Adwords program know that the fraud detection can easily be fooled by clicking on the ad, and surfing a few web pages. Lots of persons have this bad behaviour when comes to competition, they just click on the ads of the competition, just to make them loose money. Well, right now, Google strengthened it’s ad fraud prevention and we hope that the ad fraud will soon disappear.
Our immediate priority is to include their fraud detection technology in our video and display ads products, where they will complement our existing efforts. 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.
Said Neal Mohan, VP, Display Advertising on the DoubleClick Advertiser Blog