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As Oracle Advertising winds down—with it, contextual firm Grapeshot and media quality firm Moat—ad verification firms like Integral Ad Science and DoubleVerify are in the best position to scoop up former clients, (neither has said how many inbound leads they’ve had).
But marketers, agencies and publishers have grown increasingly suspicious of the traditional ad verification firms over the last few years as the programmatic ecosystem seems to be sprouting new ills. A glut of undetected made-for-advertising sites, continued ad fraud, and overzealous use of brand-safety blocking tools have made advertisers look for other solutions.