Our objective is to have an “always on” relationship with our advertisers and publishers. As a result, our philosophy is never to do something in the short-term that will damage our long-term relationships. This helps to explain our 97% annual advertiser retention rate. It also explains our focus on ensuring that we run our advertising only on “brand safe” inventory.
We have always had industry leading processes and technologies to ensure our advertising only runs on “brand safe” inventory. In March 2012, we announced a strategic partnership with DoubleVerify (www.doubleverify.com), the worldwide leader in online media verification and decisioning. This global deal enables us to take our stringent “brand safety” requirements to the next level. By implementing DoubleVerify’s proprietary technology within our real-time buying environment, we ensure that our ads will not appear on inappropriate or fraudulent sites.
DoubleVerify’s proprietary technology acquires data from each impression in real-time and interprets whether or not the site on which the ad is being served is safe. Uniquely, Criteo will use DoubleVerify’s data for every single one of its advertisers’ campaigns, and will use the data in real-time to prevent an ad being displayed in an unsafe location, rather than reporting this problem after the fact.
We believe this is the first time globally that anyone has implemented ad verification as an always-on solution for all their advertisers, and in such a way as to act in real-time before an impression is bought. This added layer of protection from DoubleVerify is live in the US, and rolling out globally in 2012.