Cheq, a startup focused on preventing ad fraud and ensuring that ads run in brand-safe environments, has raised $16 million in Series B funding.
When the company raised its $5 million Series A last year, CEO Guy Tytunovich contrasted Cheq’s approach with what he called “first generation solutions for ad verification” — rather than identifying fraud and other issues after an ad has already run, he said Cheq is more proactive and can block ads from being served in real time.
I caught up with Tytunovich yesterday, and he told me that this approach remains one of Cheq’s strengths.
At the same time, he also acknowledged that “refunds, rebates and make goods” are allowing advertisers to achieve a kind of retroactive prevention. So he’s increasingly focused on Cheq’s accuracy.