DOJ and NCIS Investigate Google’s Brand Safety After Adalytics' Reports, Scrutinize IAS and DoubleVerify Tools

The U.S. Department of Justice and the NCIS have initiated inquiries into recent brand safety scandals within the digital advertising industry. Officials have spoken to advertising executives, specifically asking about the effectiveness of brand safety tools provided by Integral Ad Science and DoubleVerify, and why these tools have not prevented recent incidents. The investigations are also focusing on reports from Adalytics concerning Google's brand safety practices. Authorities aim to understand the role of these verification tools in safeguarding advertisers and the reasons behind their potential shortcomings in preventing recent scandals.