Ads comprise a significant fraction of revenues generated on the internet today, and one of the most widely used methods to measure the popularity of an ad is by identifying how many clicks it gets. The more clicks, the bigger the advertiser fee. However, not all clicks are generated by unique customers each time. Sometimes it’s done by the same person over and over again, or by software. It is with this thrust that BrightRoll forges a partnership with Adometry (formerly Click Forensics) to detect fake clicks and eliminate them. BrightRoll will be given visibility into publisher’s portfolio and influence to be able to evaluate the authenticity of each click.

“Industry partnerships like BrightRoll and Adometry bring increased transparency and accountability to the online video space. Unfortunately, there are dishonest publishers on the Web, and we have absolutely no interest in supporting their fraudulent tactics. BrightRoll has announced five new partnerships this year alone because we’re determined to raise the bar for all players and call out any sites that hinder industry or advertiser performance,” said BrightRoll CEO Tod Sacerdoti. “With Adometry, we’re helping advertisers identify which sites drive the greatest value for their brand, while protecting them from the industry’s dishonest publishers.”

BrightRoll and the BrightRoll Exchange (BRX), embedded with Adometry’s CPC Ad Analytics, can recognize bogus clicks generated by hired entities, or by software. The tendency of these ploys is that they dramatically increase advertisement bills without establishing the brand. It’s like giving brands false positives. So far, BRX Is the only video advertising exchange to have this offering. It ensures that only reliable publishers are on the network, and conversion rates will increase based on the transparency of clicks and performance.

“As video advertising continues to grow in popularity, it is increasingly a target of poor-performing audience sources looking to make a buck off the advertiser and the ad network,” said Paul Pellman, CEO of Adometry. “BrightRoll is tackling this issue head-on by carefully monitoring video ad impressions in real-time to ensure clients get what they paid for. We look forward to collaborating with BrightRoll to make sure their clients achieve the best results possible.”

Online video advertising is a growing trend, and there’s recently been a lot improvements and investments around it. Pixability recently got a $1 million funding in a round led by The Launchpad Venture Group, pushing forward with its own analytics services. Even Google’s making a big ado, enhancing Youtube for online ads, and acquiring Widevine.

While businesses take online video advertising as a great way to get their business noticed, other entities such as the Toronto District School Board rejects the idea of video advertising, for “it is shameful, absolutely shameful, that we are being forced to prostitute ourselves and sell access to the children in this system because we are an underfunded institution,” said Beaches-East York trustee Sheila Cary-Meagher. Online video advertising is in itself good, just not in every situation.  BrightRoll is aiming for some balance.