Video ad technology company Tremor Video @TremorVideo has formed an international partnership with digital performance company DoubleVerify @doubleverify to reduce online ad fraud by eliminating machine or bot-based impressions from campaigns.

When a call to serve an ad is received, DoubleVerify’s advanced fraud protection technology determines whether it’s from a bot or consumer – if it’s a bot the impression is blocked and the ad won’t be served. The partnership covers the U.K., U.S. and Canadian markets.

Proud to partner with @TremorVideo to eliminate digital video ad fraud & build a better industry. http://t.co/fSQu77K9Ma

— DoubleVerify (@doubleverify) July 15, 2014

“Digital ad fraud is a significant concern for our industry and is something that Tremor Video and our advertising partners are collaborating on to eliminate,” said Alex Macnamara, Tremor Video’s UK managing director. “We are completely committed to providing our advertising partners with the highest quality environments and placements and this partnership is a another important step to ensure brand safety is paramount.”

This is the latest initiative Tremor Video has embarked on to ensure the highest-quality, transparent offering to advertisers: VideoHub® was the first video ad technology to be accredited by the MRC for a video ad viewability metric while Tremor Video is the only company to offer Guaranteed Pricing – advertisers only pay when an ad is 100% viewable on the screen and viewed 100% to completion.