Clean.io, a start-up ad firm dedicated to eradicating malicious ads, has secured $2.5m in seed funding from Real Ventures to help it do just that.
Founded by digital ad veteran Seth Demsey, who became disillusioned by some of the more questionable practices employed by the industry while working for Microsoft, Google and AOL, his company has pledged to close the door to abuse.
Demsey said: “When you think about what we’re really dealing with, forget media, forget ads — we’re dealing with the beautiful openness of the web. That allows you to compose different elements from different people on the page, but that power of composition also opens the door to abuse.”
In March Google confirmed that it had removed 2.3bn malicious ads in 2018, highlighting the full scale of the problem.