DoubleVerify Introduces Industry’s First Publisher Inventory Compatibility Score

Rhea-AI Summary

DoubleVerify (DV) has introduced the Publisher Inventory Compatibility Score (ICS) in the DV Publisher Suite, marking a significant advancement in how publishers can present their content to advertisers. This innovative scoring system allows publishers to clearly demonstrate the value of their inventory by analyzing brand suitability settings against their content. It offers granular insights at both site and page levels, highlighting areas for improvement and new sales opportunities. This tool aims to enhance monetization for publishers, especially amid challenges posed by the COVID-19 pandemic.

Positive

• The launch of the Publisher Inventory Compatibility Score (ICS) enhances publishers' ability to showcase inventory value to advertisers.
• ICS provides transparent evaluation of content compatibility, allowing for better alignment with advertiser requirements.
• This scoring system helps identify under-performing topics, optimizing content to maximize fill rates and pricing.

Negative

• None.

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced the industry’s first Publisher Inventory Compatibility Score (ICS) in DV Publisher Suite – empowering publishers to better understand how their content is perceived by advertisers. ICS fuels optimization efforts and showcases inventory value to potential buyers. Unlike aggregate scoring models with opaque methodology and variables, ICS provides a clear way to analyze and communicate content compatibility.

“DV has long led the industry with innovative brand suitability solutions for advertisers, like our programmatic Authentic Brand Safety offering – but demonstrating and quantifying the premium nature of inventory to prospective clients has been a persistent challenge for publishers,” said Mimi Wotring, Senior Vice President of Publisher Sales and Client Services at DoubleVerify. “With DV’s new scoring system, publishers can now showcase the precise value of their inventory to digital advertisers and maximize their revenue yield.”

The ICS is determined by analyzing top DV advertiser brand suitability settings in comparison with DV publisher’s pages. The scoring takes into consideration comprehensive controls, including keyword avoidance, and site and app lists, as well as content categories that are deemed unsuitable by the brands. By having a transparent understanding of settings selected by buyers, publishers will be able to better match inventory to specific brands.

The Inventory Compatibility Score will give publishers a sense of the attractiveness or suitability of their inventory to top performing advertiser profiles, at both the site and page levels. For each page, a publisher will be able to see their overall score as well as a breakdown of keyword, category and inclusion/exclusion compatibility. With transparency into under-performing topics and keywords, publishers can improve their content alignment and maximize fill rate and pricing.

In addition, publishers can drill down into their score for each advertiser vertical. An ‘Advertiser Vertical’ chart shows the score for each vertical while a ‘Category Suitability’ chart displays the distribution of suitable categories for the selected vertical. This feature can help publishers identify new sales opportunities, by pinpointing advertiser verticals where content is most relevant.

“The ICS is more than just a score – it will transform how publishers market their inventory,” continued Wotring. “Amid a turbulent period for publishers, complicated by COVID and ecosystem disruptions, we are excited to help publishers showcase the value of their premium content to global advertisers and maximize their monetization opportunities.”

To learn more about DV’s Inventory Compatibility Score, email publishers@doubleverify.com.

About DoubleVerify

DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.

View source version on businesswire.com: https://www.businesswire.com/news/home/20210819005083/en/

FAQ

What is the purpose of DoubleVerify's new Publisher Inventory Compatibility Score (ICS)?

The ICS helps publishers understand how their content aligns with advertiser brand suitability, enabling them to showcase inventory value effectively.

How does the Inventory Compatibility Score impact advertisers using DV?

Advertisers can utilize the ICS to identify which publisher content is most suitable for their brand suitability settings, enhancing the effectiveness of their ad placements.

When was the Publisher Inventory Compatibility Score (ICS) announced by DoubleVerify?

The ICS was announced on August 19, 2021.

How can publishers benefit from using the Inventory Compatibility Score?

Publishers can analyze their inventory's attractiveness, optimize content alignment, and identify new sales opportunities to maximize revenue.

Is the Inventory Compatibility Score (ICS) a reliable measure for publishers to enhance ad revenue?

Yes, the ICS provides detailed insights that help publishers improve inventory alignment and pricing strategies.