London-based Spider.io has been acquired by Google, the company’s DoubleClick advertising blog announced today (via Re/Code). Spider.io is a startup that specialized in weeding out fraudulent clicks around online ads. The three-year old company has tech that will help Google identify bad behavior around their content in video and display ads on the web, to help them get a more accurate picture of what is and isn’t succeeding.
From Google’s official blogpost on the deal:
Advertising helps fund the digital world we love today — inspiring videos, informative websites, entertaining apps and services that connect us with friends around the world. But this vibrant ecosystem only flourishes if marketers can buy media online with the confidence that their ads are reaching real people, that results they see are based on actual interest. To grow the pie for everyone, we need to take head on the issue of online fraud.
Google isn’t revealing the terms of the deal, but the small London company is only seven strong, and this is a fairly specialized niche product so it’s unlikely to have been a huge exit. Still, the Spider.io team brings some impressive talent to Google’s ranks, including three PhDs and a an ex-Yahoo natural language processing and artificial intelligence expert.
Spider.io’s tech is designed specifically to detect attacks originating from PCs infected by malware. Often these hijacked computers are programmed by their attackers to place a high volume of ad requests, thus skewing the numbers and defrauding online advertisers out of millions of dollars. An FT article from last year revealed that one botnet last year managed to falsify billions of web-based ad clicks, sometimes accounting for as much as two-thirds of the sum total of visits to some websites.