DoubleVerify Unlocks CTV Viewability for Advertisers with First-to-Market Solution

Rhea-AI Summary

DoubleVerify (NYSE: DV) has launched the first scalable solution to verify advertisement viewability on Connected TV (CTV), addressing a significant challenge for advertisers. This new offering enables the measurement of DV Authentic Ad™, which is crucial for determining if ads are viewed in a suitable environment. The 2022 findings revealed that 1 in 4 CTV ads continued playing even when the TV was off, leading to over $1 billion in wasted ad spend. The solution improves campaign optimization and budget efficiency while maintaining DV's independent measurement capabilities.

Positive

• Launch of the first scalable solution for verifying CTV ad viewability.
• Addresses the 'TV off' issue, potentially saving advertisers over $1 billion in wasted spend.
• Enhances campaign optimization and budget efficiency.
• Independent, unbiased measurement solutions strengthen brand confidence.

Negative

• None.

DV introduces an industry-leading viewability verification offering, letting global brands set a consistent benchmark for media quality across digital environments, including CTV

New solution helps advertisers understand if ads play even after a TV is turned off

NEW YORK--(BUSINESS WIRE)-- DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced the global launch of the industry’s first-ever scalable solution to verify viewability on Connected TV (CTV). This expansion of viewability enables advertisers to measure delivery of the DV Authentic Ad^™ – a proprietary, MRC-accredited metric that ensures consistent media quality across environments – on CTV. To be counted as Authentic, an ad must be fully viewed, by a real person, in a brand safe and suitable environment, within the intended geography.

Viewability is a critical KPI for advertisers across all digital media because if an ad isn't seen, it cannot raise awareness of a new product or service, or change someone's perception of a brand. While some may assume that all CTV ads are viewable by default, in 2022, DV found 1 in 4 top CTV environments and apps continued to play ads even after the television was turned off – known as the “TV off” issue. According to another industry study, this challenge was estimated to cost advertisers more than $1 billion in ad waste in CTV last year.

“As CTV impressions continue to be sold at a premium, brands need insight into which platforms and environments offer the best viewability rates," said Mark Zagorski, Chief Executive Officer of DoubleVerify. "To that end, we're excited to launch this first-of-its-kind solution and continue to lead in measurement and innovation for CTV buyers. This release enables advertisers to address growing challenges in CTV, such as the “TV off” issue, and offers insight into whether ads had the opportunity to make an impact across digital environments, in a consistent manner.”

Until now, viewability measurement has not been possible in CTV. This is because the historical standard for digital viewability measurement, VPAID, is not supported in this premium environment. Additionally, the lack of technical standards across the CTV ecosystem previously delayed progress. While industry bodies such as the IAB are currently working on releasing those technical standards, DV has created the very first alternative solution that allows advertisers to measure the metric in CTV.

"This capability also provides measurement parity across multi-screen campaigns, allowing advertisers to make better-informed campaign optimizations and increase budget efficiencies," added Zagorski.

DoubleVerify is ad server-agnostic and does not participate in the ad monetization process, providing truly independent third-party measurement solutions to brands and agencies across all environments, including CTV. DV believes that maintaining its independence across the digital advertising ecosystem gives clients and partners confidence that DV’s solutions are objective and unbiased.

For more information about DoubleVerify’s new solution, contact Sales@DoubleVerify.com.

About DoubleVerify

DoubleVerify (“DV”) (NYSE: DV) 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/20230214005276/en/

Chris Harihar

chris@crenshawcomm.com

Source: DoubleVerify

FAQ

What is the new solution launched by DoubleVerify for CTV?

DoubleVerify launched the first scalable solution for verifying advertisement viewability on Connected TV, allowing advertisers to measure DV Authentic Ad™ delivery.

How much ad waste was caused by the 'TV off' issue last year?

The 'TV off' issue estimated to cost advertisers more than $1 billion in ad waste in CTV last year.

Why is viewability important for advertisers?

Viewability is crucial for advertisers because if an ad isn't seen, it cannot effectively raise product awareness or change brand perception.

How does the new solution help advertisers in campaign optimization?

The new solution provides measurement parity across multi-screen campaigns, enabling better-informed campaign optimizations and increased budget efficiencies.