Complete Guide to DUNS

This guide will help you understand what DUNS is, why it is important for Google advertiser verification, how to find a DUNS number online, and how to use it for verification in traffic arbitrage.

Table of Contents

• What is DUNS?
• Why is DUNS necessary for Google advertiser verification?
• How to find a DUNS number online?
• How to use a DUNS number for verification in traffic arbitrage?
• FAQ

What is DUNS?

DUNS (Data Universal Numbering System) is a universal data numbering system developed by Dun & Bradstreet (D&B). The DUNS number is a unique nine-digit identifier assigned to a legal entity for its unambiguous identification in the global business database.

Key Points:

• Uniqueness and global recognition – Each company is assigned a unique DUNS number, making it easy to locate and verify its data in the D&B database.
• Increased trust – A DUNS number acts as a "digital passport" for a business, confirming its legitimacy and reputation.
• Business applications – Organizations use this identifier to participate in international tenders, sign contracts, and obtain credit information.

Why is DUNS Necessary for Google Advertiser Verification?

Google aims to ensure transparency and security in its advertising platform. For this reason, advertisers are required to verify their legal identity. Having a DUNS number helps Google:

• Verify business legitimacy – The DUNS number allows Google to access objective information about a company, including its history, location, and financial stability.
• Speed up the verification process – Since DUNS data is available from a trusted source (D&B), verification becomes faster and reduces the risk of fraudulent activities.
• Comply with international standards – Using a globally recognized business identifier enhances trust not only with Google but also with partners worldwide.

This system helps advertisers pass verification faster and start working in Google Ads. It is also referenced in Google’s official documentation.

How to Find a DUNS Number Online?

You can find your company's DUNS number using the following methods:

1. Check if Your Company Already Has a DUNS Number

• Visit the official Dun & Bradstreet website: https://www.dnb.com/en-us/ or use specialized tools to search for a DUNS number. Many resources offer free searches based on company details.

2. Register for a DUNS Number If You Don’t Have One

• If your company does not yet have a DUNS number, you can apply for one through the official D&B portal. The registration process typically takes a few days to several weeks, depending on your region and the completeness of the provided information.

3. Use International Versions of the D&B Website

• If your company is registered outside the U.S., choose the appropriate region on the D&B International website, where you can search local business databases.

How to Use a DUNS Number for Verification in Traffic Arbitrage?

In traffic arbitrage, advertiser verification is crucial as it affects the quality and reliability of partnerships. Using a DUNS number helps in the following ways:

• Confirm a company’s identity – A unique identifier allows arbitrage platforms and partners to verify an advertiser’s legal status through the D&B database.
• Speed up the verification process – Similar to Google Ads, arbitrage systems can automatically cross-check submitted business details with the global database, minimizing verification time and reducing fraud risks.
• Increase partner trust – Advertisers with a DUNS number demonstrate transparency and financial stability, making them more attractive to traffic arbitrage partners.
• Improve traffic quality metrics – Verified advertisers contribute to a safer and more reliable environment, reducing account bans and improving campaign performance.

Thus, having a DUNS number helps create a transparent business environment where all parties are confident in the legitimacy of their counterparties.

FAQ

1. What does the abbreviation DUNS stand for?

DUNS stands for Data Universal Numbering System, a system for the unique identification of businesses.

2. Why does Google require a DUNS number for advertiser verification?

Google uses DUNS to verify company legitimacy and speed up the advertiser verification process.

3. Can I get a DUNS number for free?

Yes, many companies can register a DUNS number for free through the official Dun & Bradstreet website.

4. How can I check if my company has a DUNS number?

Use online search tools available on the D&B website or its regional portals.

5. How long does it take to get a DUNS number?

The process usually takes a few days to up to 30 business days, depending on your region and the completeness of your application.

6. How does a DUNS number help in traffic arbitrage?

A DUNS number verifies an advertiser's identity, increases trust levels, and accelerates the verification process.

7. Can a DUNS number be used across multiple platforms?

Yes, a DUNS number is a unique identifier for a company and is used in all international verification systems.