BREAKING NEWS: REPOST FROM WSJ.COM

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.

The private-equity firm is investing around $200 million in DoubleVerify, valuing the company at more than $300 million, according to a person close to the deal.

The measurement company expects to generate $75 million in revenue this year and exceed $100 million next year, according to a person familiar with the matter.

As part of the deal, DoubleVerify will appoint longtime Publicis Groupe executive Laura Desmond as an independent board member. Ms. Desmond, who left Publicis at the end of 2016, spent much of her time at the ad holding company at the helm of media agency network Starcom Mediavest Group. The agency group has since been reorganized and renamed.

 

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