DoubleVerify to acquire Berlin-based ad verification company Meetrics to bolster its EMEA footprint

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New York-based DoubleVerify, a software platform for digital media measurement, data, and analytics, has entered into an agreement to acquire Berlin-based Meetrics, an ad verification company, in an all-cash deal. The transaction is expected to close in the third quarter of 2021.

With this acquisition, the sales, product, and engineering teams of Meetrics will continue to operate from offices in EMEA and expand DV commercial operations in the region.

What does Meetrics offer?

Meetrics is an ad verification company founded by Max von Hilgers, Philipp von Hilgers, Hendrik Schumacher, and Felix Badura in 2008. It offers media quality measurement and solutions, including viewability, brand safety and suitability, audience verification and ad fraud prevention.

The company is recognised by the Media Rating Council (MRC) for Sophisticated Invalid Traffic Detection (SIVT) across desktop and mobile web, and in-app viewability measurement for video and display environments. Meetrics is a global measurement partner of Google and Facebook.

Currently, the company serves more than 400 customers across 23 countries in Europe, including brands like L’Oréal, Nivea, Spiegel, Volkswagen, and Ferrero, among others.

Dr. Philipp von Hilgers says, “The entire Meetrics team is thrilled to join forces with DoubleVerify – a rapidly expanding, global organisation with a best-in-class verification offering. Integrating Meetrics’ technology and expertise with DV’s global platform will accelerate our efforts to power media quality and performance for leading brands in the region.”

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Aim of this acquisition

According to Mark Zagorski, CEO of DoubleVerify, “DV’s mission is to make digital advertising stronger, safer and more secure, giving global brands clarity and confidence in their digital investments. Our strategy in support of this mission is to verify everywhere – across channels, formats, platforms and geographies.” 

The acquisition of Meetrics will support this approach and bolster the company’s operating footprint in EMEA. It will add “experienced sales, product and engineering teams and tenured customer relationships that will continue to help accelerate the growth of our international business,” he added.

About DoubleVerify

Founded in 2008 by Alex Liverant and Oren Netzer, DoubleVerify provides online media verification and campaign solutions for brand marketers, agencies, advertising networks, demand-side platforms, exchanges, and digital publishers looking to ensure quality advertising environments, campaign transparency, and performance.

DoubleVerify technology platform provides advertisers with unbiased data and analytics that can be used to optimise the quality and return on digital ad investments. Hundreds of Fortune 500 advertisers currently use the platform to drive their campaigns.

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Vishal Singh

Vishal Singh is a News Reporter and Social Media Marketing Lead at Silicon Canals. He covers developments in the European startup ecosystem and oversees the publication's social media presence. Before joining Silicon Canals, Vishal gained experience at the Indian digital media outlet Inc42, contributing to its growth with insightful content. Despite being a college dropout, his passion for writing has driven his career in journalism.

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