DoubleVerify To Acquire Rockerbox, Adding Outcome Measurement and Attribution Capabilities to Its Suite of Performance Measurement and Optimization Solutions
DoubleVerify (NYSE: DV) has announced an agreement to acquire Rockerbox, a global marketing attribution leader, for $85 million in cash. The acquisition enhances DV's performance measurement capabilities by integrating Rockerbox's Multi-Touch Attribution, Marketing Mix Modeling, and Incrementality Testing solutions.
The merger will combine DV's trusted data with Rockerbox's conversion insights across open web and walled gardens, creating a unified platform for digital-first performance measurement and AI-powered optimization. Recent testing demonstrated significant results, with a global brand achieving CPA reductions of 39% and 20% across two campaigns using the combined solution.
The transaction is expected to close early in Q2, expanding DV's market reach to mid-market and direct response advertisers. The integration will enable advertisers to centralize campaign data, understand cross-channel customer interactions, and optimize media investments through AI-powered activation.
DoubleVerify (NYSE: DV) ha annunciato un accordo per acquisire Rockerbox, leader globale nell'attribuzione di marketing, per 85 milioni di dollari in contanti. L'acquisizione potenzia le capacità di misurazione delle performance di DV integrando le soluzioni di Attribuzione Multi-Touch, Modello di Marketing Mix e Test di Incrementalità di Rockerbox.
La fusione unirà i dati affidabili di DV con le intuizioni sulle conversioni di Rockerbox attraverso il web aperto e i giardini recintati, creando una piattaforma unificata per la misurazione delle performance digital-first e l'ottimizzazione alimentata dall'IA. Test recenti hanno dimostrato risultati significativi, con un marchio globale che ha ottenuto riduzioni del CPA del 39% e del 20% in due campagne utilizzando la soluzione combinata.
La transazione dovrebbe chiudersi all'inizio del secondo trimestre, espandendo la portata di mercato di DV verso inserzionisti di mercato medio e risposte dirette. L'integrazione consentirà agli inserzionisti di centralizzare i dati delle campagne, comprendere le interazioni dei clienti attraverso i canali e ottimizzare gli investimenti media tramite attivazione alimentata dall'IA.
DoubleVerify (NYSE: DV) ha anunciado un acuerdo para adquirir Rockerbox, líder global en atribución de marketing, por 85 millones de dólares en efectivo. La adquisición mejora las capacidades de medición del rendimiento de DV al integrar las soluciones de Atribución Multicanal, Modelado de Mezcla de Marketing y Pruebas de Incrementalidad de Rockerbox.
La fusión combinará los datos confiables de DV con las percepciones de conversión de Rockerbox a través de la web abierta y los jardines cerrados, creando una plataforma unificada para la medición del rendimiento digital y la optimización impulsada por IA. Las pruebas recientes demostraron resultados significativos, con una marca global logrando reducciones de CPA del 39% y del 20% en dos campañas utilizando la solución combinada.
Se espera que la transacción se cierre a principios del segundo trimestre, ampliando el alcance de mercado de DV hacia anunciantes de mercado medio y respuesta directa. La integración permitirá a los anunciantes centralizar los datos de las campañas, comprender las interacciones de los clientes a través de los canales y optimizar las inversiones en medios a través de la activación impulsada por IA.
더블베리파이 (NYSE: DV)는 록커박스, 글로벌 마케팅 귀속의 리더를 현금 8,500만 달러에 인수하기로 합의했다고 발표했습니다. 이번 인수는 록커박스의 다중 접촉 귀속, 마케팅 믹스 모델링 및 증분 테스트 솔루션을 통합하여 DV의 성과 측정 능력을 강화합니다.
이번 합병은 DV의 신뢰할 수 있는 데이터와 록커박스의 전환 통찰력을 결합하여 개방형 웹과 폐쇄형 정원 전반에 걸쳐 디지털 우선 성과 측정을 위한 통합 플랫폼을 생성합니다. 최근 테스트에서 글로벌 브랜드가 통합 솔루션을 사용하여 두 캠페인에서 CPA를 각각 39% 및 20% 줄이는 중요한 결과를 도출했습니다.
이번 거래는 2분기 초에 마무리될 것으로 예상되며, DV의 시장 범위를 중소기업 및 직접 응답 광고주로 확대합니다. 통합을 통해 광고주는 캠페인 데이터를 중앙 집중화하고, 교차 채널 고객 상호작용을 이해하며, AI 기반 활성화를 통해 미디어 투자를 최적화할 수 있습니다.
DoubleVerify (NYSE: DV) a annoncé un accord pour acquérir Rockerbox, un leader mondial de l'attribution marketing, pour 85 millions de dollars en espèces. Cette acquisition renforce les capacités de mesure de performance de DV en intégrant les solutions d'attribution multi-touch, de modélisation du mix marketing et de tests d'incrémentalité de Rockerbox.
La fusion combinera les données fiables de DV avec les insights de conversion de Rockerbox à travers le web ouvert et les jardins clos, créant une plateforme unifiée pour la mesure de performance axée sur le numérique et l'optimisation alimentée par l'IA. Des tests récents ont montré des résultats significatifs, une marque mondiale ayant réalisé des réductions de CPA de 39 % et de 20 % sur deux campagnes utilisant la solution combinée.
La transaction devrait être finalisée au début du deuxième trimestre, élargissant la portée de marché de DV vers les annonceurs de taille intermédiaire et de réponse directe. L'intégration permettra aux annonceurs de centraliser les données des campagnes, de comprendre les interactions des clients à travers les canaux et d'optimiser les investissements médias grâce à l'activation alimentée par l'IA.
DoubleVerify (NYSE: DV) hat eine Vereinbarung zur Übernahme von Rockerbox, einem globalen Marktführer in der Marketingattribution, für 85 Millionen Dollar in bar bekannt gegeben. Die Übernahme verbessert die Leistungsmessemöglichkeiten von DV durch die Integration von Rockerbox' Multi-Touch-Attribution, Marketing-Mix-Modeling und Incrementality-Testing-Lösungen.
Die Fusion wird die vertrauenswürdigen Daten von DV mit den Conversion-Einblicken von Rockerbox über das offene Web und geschlossene Gärten kombinieren und eine einheitliche Plattform für die digitale Leistungsmessemung und KI-gestützte Optimierung schaffen. Jüngste Tests zeigten signifikante Ergebnisse, wobei eine globale Marke CPA-Reduzierungen von 39% und 20% in zwei Kampagnen erzielte, die die kombinierte Lösung nutzten.
Die Transaktion wird voraussichtlich Anfang des zweiten Quartals abgeschlossen, wodurch DV seine Marktpräsenz auf mittelständische Unternehmen und Direktwerbung ausdehnt. Die Integration wird es Werbetreibenden ermöglichen, Kampagnendaten zu zentralisieren, die Kundeninteraktionen über verschiedene Kanäle hinweg zu verstehen und Medieninvestitionen durch KI-gestützte Aktivierung zu optimieren.
- Cash acquisition of $85M indicates strong financial position
- Demonstrated CPA reductions of 39% and 20% in initial testing
- Expands market reach to mid-market and direct response advertisers
- Integration enables cross-channel attribution and AI-powered optimization
- Enhances capability to correlate measurement data with business performance
- Cash outlay of $85M may impact short-term liquidity
- Integration costs and risks associated with merger implementation
- Potential execution challenges in combining different technology platforms
Insights
DoubleVerify's $85 million cash acquisition of Rockerbox represents a strategic expansion beyond its core media verification business into the high-growth attribution and outcome measurement market. This transaction transforms DV from a media quality assurance provider into a comprehensive performance marketing platform capable of connecting ad quality metrics directly to business outcomes.
The acquisition addresses a critical gap in DV's offering by adding multi-touch attribution, marketing mix modeling, and incrementality testing capabilities. These technologies enable advertisers to track customer journeys across channels (including walled gardens like social platforms) and optimize spending based on actual conversion data rather than just viewability or brand safety metrics.
Financially, this move significantly expands DV's total addressable market by targeting mid-market and direct response advertisers—segments previously underserved by DV's enterprise-focused solutions. The demonstrated
The timing is strategic as advertisers increasingly demand unified measurement solutions amid growing fragmentation across channels and platforms. By integrating Rockerbox's attribution insights with DV's AI-powered optimization tools (DV Scibids AI), the company creates a closed-loop system that automatically translates performance data into optimization actions.
For investors, this acquisition represents DV's evolution toward higher-value services that could command premium pricing and improve customer retention. While integration will be key to realizing the full potential of this combination, the all-cash transaction structure suggests management's confidence in the strategic fit and potential returns from this investment.
DoubleVerify's acquisition of Rockerbox represents a strategic response to the fragmentation of digital measurement in today's complex media landscape. By integrating attribution capabilities with its verification platform, DV is addressing the industry's shift toward unified, privacy-compliant measurement solutions as third-party cookies disappear and walled gardens continue to restrict data access.
This
For mid-market and direct response advertisers, this solution solves a critical challenge - the inability to effectively measure cross-channel performance without enterprise-level budgets. These advertisers typically lack the resources for complex measurement stacks but need attribution insights to optimize budgets across increasingly fragmented channels.
The integration of Rockerbox's attribution technology with DV's Scibids AI creates a closed feedback loop that automatically optimizes campaigns based on conversion data rather than proxy metrics. This represents a significant advancement over traditional approaches where measurement and activation operate in separate systems with manual optimization.
Early testing showing
However, the true test will be integration execution - attribution and verification have historically operated with different methodologies and data requirements. DV's ability to create seamless workflows between these previously separate functions will determine whether this acquisition delivers on its promised value.
DV will integrate customer journey insights, advanced attribution, performance analytics, and AI-powered activation into a unified platform to drive better outcomes.
The transaction also expands DV’s value proposition to mid-market and direct response advertisers.
“At DoubleVerify, we believe fully understanding performance measurement—from media quality to broader attribution insights—has always been essential to maximizing advertising effectiveness and ROI,” said Mark Zagorski, CEO of DoubleVerify. “With the acquisition of Rockerbox, we will gain a transformative opportunity to capture the full scope of a campaign’s performance, integrating DV’s trusted data with conversion insights across both the open web and walled gardens. This is a game-changer for DV and the industry, as we reinforce our position as a unified, independent platform for digital-first performance measurement and AI-powered optimization––serving enterprise brands and mid-market advertisers, while driving growth across lower-funnel campaigns.”
Rockerbox centralizes cross-channel conversion attribution and ad spend data, providing deep insights into customer journeys to help marketers optimize their media investments. By integrating Rockerbox’s measurement capabilities with DV Scibids AITM––the company’s dynamic activation technology—advertisers will gain a continuous feedback loop between measurement, optimization, and activation. This integration unlocks a more precise, efficient, and scalable approach to performance marketing.
“We’re thrilled to join forces with DoubleVerify and bring Rockerbox’s industry-leading measurement technology to even more advertisers, helping them drive better business outcomes,” said Ron Jacobson, CEO of Rockerbox. “By combining DV’s trusted data and Rockerbox’s outcome measurement, we’re delivering the industry’s best full-funnel measurement offering—opening up new growth opportunities for current DV customers and expanding DV’s basket of solutions to attract new ones.”
The combined capabilities of DV and Rockerbox will provide advertisers with the following benefits:
- Gain a holistic view of cross-channel performance. Centralize campaign data to understand customer interactions across open web, search, social, and CTV. Identify the most influential touchpoints driving conversions.
- Drive real business outcomes. Harness proprietary AI activation and comprehensive data assets—including customer journey insights, cost, DSP impression-level data, and trusted measurement—to improve performance and achieve key KPIs.
- Make smarter marketing decisions. Access granular, cross-channel path-to-conversion insights down to the individual ad level, enabling better budget allocation and media planning.
- Boost operational efficiency. Automate data collection, organization, and media optimization across programmatic and social channels to save time and streamline workflows.
Furthermore, this combined solution strengthens DV’s ability to correlate measurement data with business performance. By aligning fraud, suitability, viewability, attention, and contextual data with Rockerbox’s attribution insights, advertisers can more effectively connect media quality and performance data to real outcomes.
“Granular insights will empower brands to strategically reallocate budgets, ensuring ad spend is optimized for maximum return on investment,” added Zagorski. “But beyond that, we’re enabling them to activate these insights through DV Scibids AI to drive the performance outcomes they need. With this acquisition, we’re advancing our strategy to expand beyond protection and drive superior performance.”
Recent testing with a global brand offering weight loss, fitness, and mindset services showcased the impact of the combined DV and Rockerbox solution. By using Rockerbox as the source of truth for conversion and cost measurement and leveraging DV Scibids AI to optimize campaign performance, the brand achieved CPA (cost per acquisition) reductions of
This deal expands DoubleVerify’s total addressable market, creating new opportunities in lower-funnel direct-response advertising and strengthening its ability to serve small to mid-sized performance companies.
The acquisition of Rockerbox is a cash transaction valued at
DV will discuss the acquisition in greater detail when it reports fourth-quarter 2024 results on February 27, 2025, at 4:30 p.m. ET.
For more information about DV, visit http://www.doubleverify.com.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By powering media efficiency and performance, DV strengthens the online advertising ecosystem, preserving the fair value exchange between buyers and sellers of digital media.
Learn more at www.doubleverify.com.
About Rockerbox
Rockerbox aggregates ad spend data across media channels and attributes conversions to help optimize media investment. Key capabilities include: centralized data collection, unified marketing attribution, multi-touch attribution, customer journey mapping, media mix modeling and incrementality testing. Learn more at www.rockerbox.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250226250084/en/
Media:
Chris Harihar
chris@crenshawcomm.com
Source: DoubleVerify
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