All the latest UK technology news, reviews and analysis


Google buys London firm Spider.io to fight ad fraud

21 Feb 2014

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 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.

  • Comment  
  • Tweet  
  • Google plus  
  • Facebook  
  • LinkedIn  
  • Stumble Upon  
Michael Passingham
About

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

More on Security
What do you think?
blog comments powered by Disqus
Poll

Green IT poll

How important is it to your business that a cloud provider uses renewable energy like solar or wind to power their data centres?
21%
6%
4%
2%
67%

Popular Threads

Powered by Disqus
Galaxy S5 vs Nexus 5 head to head review front

Galaxy S5 vs Nexus 5 video review

We compare Samsung and Google's top devices

Updating your subscription status Loading
Newsletters

Get the latest news (daily or weekly) direct to your inbox with V3 newsletters.

newsletter sign-up button
hpv3may

Getting started with virtualisation

Virtualisation can help you reduce costs, improve application availability, and simplify IT
management. However, getting started can be challenging

ibmv3may

Converting big data and analytics insights into results

Successful leaders are infusing analytics throughout their organisations to drive smarter decisions, enable faster actions and optimise outcomes

Network Support Engineer (Cisco/CCNA/ITIL)

Network Support Engineer (Cisco/CCNA/ITIL) Nottinghamshire...

Test Manager, Digital (Mobile / Internet Banking) – London - Banking

Test Manager – Digital Test Manager (Mobile / Internet...

Linux Operations Engineer (LAMP)

Linux Operations Engineer - (LAMP, Linux, Apache, Tomcat...

Helpdesk Support Technician - (Web, CMS)

Helpdesk Support Technician - (Web, CMS) Due to extravagant...
To send to more than one email address, simply separate each address with a comma.