A Sheriff for Web Ads Gets $10 Million

Web advertising is a big business, but it’s a young and rowdy one, too. Does it need a sheriff?

That’s the job that DoubleVerify wants. And it’s just raised more money to help it get the gig. Institutional Venture Partners has led a $10 million B round for the company, with earlier investor Blumberg Capital, First Round Capital and Genacast Ventures all re-upping after a $3.5 million A round last May.

DoubleVerify’s basic pitch is directed at advertisers: It promises to make sure they are getting the media buys they paid for. The company says it can make sure, for instance, that a marketer that only wants to reach a U.S. audience on Yahoo (YHOO) doesn’t have its ads displayed to visitors from France–or that an ad network isn’t running invisible ads that no one can see. It also promises... [View Full Article]