Providence Equity Partners LLC is taking a majority stake in
digital measurement firm DoubleVerify, betting on tools that can suss out fraud and verify the quality of digital media for online advertisers.
Points North is a
firm founded by former executives with analytics experience going back to the old Jupiter Research
digital ad
measurement business, as well as with the Word of Mouth Marketing Association (now part of the Association of National Advertisers) and such influencer networks as CrowdTap and House Party.