DoubleVerify adds publisher-side capability with acquisition of Ad-Juster

DoubleVerify, which authenticates digital ads for brands and ad platforms, has announced an acquisition on the publisher side.

The New York City-based firm said this week it has purchased Ad-Juster, an analytics and reporting platform for digital publishers, in an all-cash, all-stock deal.

Ad-Juster integrates data about advertising inventory and sales from third-party servers and demand platforms, so that publishers can have a single picture of their programmatic ads as they try to get the highest revenue for their ad space. It reconciles data from the various sources that provide ad data, such as mobile ad platforms, video ad platforms and metrics around viewability – multiple data sources that often show discrepancies.

Headquartered in San Diego and founded in 2007, Ad-Juster says it has more than 110 publisher clients, including over half of the top 100 comScore-ranked web publishers. Clients include Pandora, LinkedIn, NBC and Univision.

‘Holistic measurement’

DoubleVerify CEO Wayne Gattinella said in a statement that the combined companies will “create a holistic measurement & analytics solution across the entire digital ecosystem,” with Ad-Juster for the sell-side publishers and DoubleVerify for the buy-side advertisers.

Gattinella told Ad Exchanger that his company had been looking for a supply-side, publisher-based analytics tool since early this year, as DoubleVerify looks to tie together publishers’ and advertisers’ needs, such as the kind of surrounding content the former is providing and the latter is looking for.

In the summer of 2017, Ad-Juster was purchased by Chinese private equity firm Innotech, part of a wave at the time of ad tech acquisitions by Chinese buyers. DoubleVerify has also been on a bit of a buying spree, purchasing Finnish content classification firm Leiki in January and Belgian video measurement company Zentrick in March.