Google Logo

Google Buys London Firm Spider.io to Fight Ad Fraud

  |  February 24, 2014   |  Comments

Google has bought out London-based fraud prevention startup Spider.io in an effort to protect its advertising business model from ad-clicking malware spread by botnets.

Google has bought out London-based fraud prevention startup Spider.io in an effort to protect its advertising business model from ad-clicking malware spread by botnets.

The news was revealed in a blog post detailing Google's efforts to prevent fraudulent ad clicks, a key threat to the web advertising industry. Spider.io has been trading for three years and listed seven staff on its website prior to Google's buyout.

Neal Mohan, Google's vice president of display advertising, called Spider.io's technology "world-class" and said the initial purpose of the buy is to integrate its fraud detection products into its video and display advertising services.

He continued: "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.

Spider.io has been bought by Google

"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," he said.

Mohan also revealed that in 2013, Google rejected "millions" of applications from websites looking to join its ad network because of "suspected fraudulent activity", which could include nefarious tactics whereby websites hide many ads on a page in order to gain revenue from all of them.

Last year, Spider.io uncovered 'Chameleon', a botnet dedicated to clicking on adverts on around 200 websites in order to generate revenue for the site's owners. Spider.io estimated Chameleon alone cost the advertisers $6m per month, highlighting the scale of the problem faced by the web advertising industry.

Google did not say how many members of the Spider.io team would be making the transition to its business and it declined to comment when V3 asked for further details.

This article was originally published on V3.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Michael Passingham

Michael Passingham joined V3 as a reporter in June 2013. Prior to working at V3, Michael spent time at computing magazine PC Pro. Michael covers IT skills, social media, tech startups and also produces V3's video content.

View Michael's Google+ profile

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...