Adveritas is not a market leader in this sector, and has effective, cashed up competitors.  

White Ops seems to be the leader, and has a partnership with TradeDesk, the leading advertising platform on the planet.  

Jeff Green of Trade Dsk said in his recent earnings conference: "Another major initiative on the supply side has been our partnership with White Ops to scrub all ad inventory for fraud. Three years ago, if you were at any digital or advertising industry conference or event, the number one issue was fraud. Advertisers were worried that they would inadvertently buy fraudulent ad spots. The problem at that time was that those companies who claimed to help advertisers manage fraud were really just taxing it. Their vested interest was not in preventing fraud itself but taxing it, levying a fee for layering their technology on to every impression. 

I think Adveritas's business model is exactly what Jeff Green was referring to that I highlighted in bold.   

I think if the leading advertising platform in the US, and indeed the world, is using a competitor, it is going to be tough going for Adveritas.