DoubleVerify To Address Continued Viewability Challenges in CTV With First-to-Market Fully On-Screen Targeting Solution

Rhea-AI Summary

DoubleVerify (NYSE: DV) has launched its Fully On-Screen pre-bid targeting to enhance performance for Connected TV (CTV) advertisers. This innovation allows advertisers to optimize ad delivery, ensuring that ads are displayed only when the TV is on, addressing the 'TV Off' issue where ads continue to run despite the screen being off. As CTV budgets grow, this solution aims to maximize ROI by improving ad viewability. DV's pre-bid segments are available on platforms like Amobee, MediaMath, and Xandr, with plans for more integrations.

Positive

• Launch of Fully On-Screen pre-bid targeting solution.
• Addresses viewability challenges for CTV advertisers.
• Supports strategic ad spend maximization in a growing CTV market.

Negative

• Discovery of ads playing with the TV off may indicate deeper issues in ad delivery.

Programmatic advertisers can now optimize performance using DV’s certified fully on-screen CTV segments – avoiding the growing issue of ad delivery when TV screens are off

NEW YORK--(BUSINESS WIRE)-- DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced the launch of Fully On-Screen pre-bid targeting, enabling Connected TV (CTV) advertisers to target inventory from sources that have received DV’s Fully On-Screen Certification.

In 2020, DV launched its Fully On-Screen certification offering, an MRC-accredited post-bid measurement solution. As part of its offering, DV tests and evaluates leading CTV devices and apps to ensure ads are only displayed 100% on-screen and when the TV screen is turned on. With today’s release, DV complements its post-bid measurement capabilities with pre-bid targeting, empowering programmatic advertisers to address CTV viewability challenges across the media transaction. DV Fully On-Screen pre-bid segments are available on Amobee, MediaMath and Xandr, with more media-buying platform integrations forthcoming.

As advertisers continue to shift budgets to CTV, the need to understand performance and measurability is increasingly important. However, viewability – a measure of whether or not an ad had a chance to be seen by a user – has generally been assumed by CTV advertisers. In a recent test, however, DV discovered that 1 in 4 top environments continued to play programming content – including recording ad impressions – after the television was turned off. DV has named this issue “TV Off” – when the TV screen itself is in fact turned off but a CTV device or app remains on.

“CTV commands some of the highest CPMs in digital advertising, which means brands expect that their ads deliver to engaged audiences while the TV set is on,” said Jack Smith, Chief Product Officer, DoubleVerify. “DV’s first-to-market solution to target fully on-screen impressions will help CTV advertisers maximize their media investments and drive real business outcomes.”

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. Learn more at www.doubleverify.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220202005244/en/

Press

Chris Harihar

Chris@crenshawcomm.com

Source: DoubleVerify

FAQ

What is the new feature launched by DoubleVerify on February 2, 2022?

DoubleVerify launched Fully On-Screen pre-bid targeting for Connected TV advertisers.

How does DoubleVerify's new solution impact CTV advertising?

It ensures ads are only displayed when the TV is on, improving viewability.

Which platforms support DoubleVerify's Fully On-Screen pre-bid segments?

Available on Amobee, MediaMath, and Xandr with more integrations coming.

What issue does DoubleVerify identify with CTV advertising?

The 'TV Off' issue where ads continue to play even when the television is turned off.

What is the stock symbol for DoubleVerify?

The stock symbol for DoubleVerify is DV.