DoubleVerify to acquire Meetrics

DoubleVerify today announced it has entered into an agreement to acquire Meetrics GmbH, an European company doing ad verification, including viewability, audience verification, ad fraud detection, and brand safety monitoring.

DoubleVerify says Meetrics’ sales, product and engineering teams will continue to operate from offices in EMEA.

Meetrics is the only European player that has established official ad verification measurement partnerships with the traditionally “walled gardens,” including Google and Facebook. Meetrics serves over 80 customers across 23 countries in Europe. Meetrics, founded in 2008, in Berlin, is accredited by the Media Rating Council.

Meetrics provides audience verification to advertisers, a product that was missing in Doubleverify offering.