WEB FIRM Google has bought Spider.io, a firm focused on reducing digital ad fraud.
Google announced the acquisition through its Doubleclick subsidiary, where the beauty of advertising was discussed lovingly by an internet marketing professional.
"Advertising helps fund the digital world we love today - inspiring videos, informative websites, entertaining apps and services that connect us with friends around the world," said Neal Mohan, VP for display advertising at Doubleclick.
"But this vibrant ecosystem only flourishes if marketers can buy media online with the confidence that their ads are reaching real people, that results they see are based on actual interest. To grow the pie for everyone, we need to take head on the issue of online fraud."
We like pie, Mr Mohan, so you've caught our interest.
He carried on, explaining that the Doubleclick way is to reject bad'uns in its advertising systems, adding that every year Google already refuses to carry millions of nefarious adverts.
"This is a fight we've taken seriously from the beginning... last year alone, we turned down millions of applications from sites looking to join our network because of suspected fraudulent activity," Mohan added.
Puffy advertising chat is one thing, but Spider.io, a relatively young London-based outfit, has really been putting smackdowns on bad ad players and has managed to break up botnets and scammers in its short life so far.
This time last year, it kicked the rock off the Chameleon botnet, a network that it said was costing advertisers $6m a month.
Terms of the deal have not been disclosed. µ