Credit: Kelly Sikkema via Unsplash
DoubleVerify (DV), the software platform that verifies media quality, has partnered with IMDB to launch DV Authentic Streaming TV for connected TV (CTV) and streaming TV advertising.
The advertising solution unifies premium content discovery, reporting, analytics and optimisation into one streamlined workflow.
“The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it,” CEO of DoubleVerify, Mark Zagorski, said.
“DV Authentic Streaming TV gives advertisers the ability to better align their brand suitability criteria with their CTV activation in programmatic platforms.
“For the first time, by incorporating richer program-level signals, such as genre, maturity ratings, premiere dates, content trends and viewer-approval scores, along with deeper app-level intelligence, including attention insights and power-state awareness, we are transforming how advertisers evaluate and verify CTV quality.
“This breakthrough heightens transparency, strengthens performance and brings true accountability to streaming TV. Make no mistake, DV is throwing down the gauntlet and independently challenging the industry to deliver on the quality and performance promise of CTV.”
The service offers unified post-bid measurement and AI-powered optimisation.
It features a natural-language AI planning agent that enables buyers to describe content preferences and brand goals conversationally.
DV’s Authentic Brand Suitability automates how campaigns are placed with brand alignment. Advertisers can replace manual “Do Not Air” workflows with consistent, pre-bid enforcement across every campaign.
The service also includes a reporting layer which improves post-bid measurement with campaign delivery metrics, performance KPIs and content-relevance insights, including genre, maturity ratings, premiere dates, content trends and viewer-approval scores. This shows how programs align with brand goals.
DV Authentic Streaming TV also utilises the DV Scibids AI engine to dynamically optimise spend toward content that favours stronger reach, relevance and conversion outcomes.
“The launch of DV Authentic Streaming TV represents the next chapter in DV’s expansion across the streaming TV ecosystem,” general manager of CTV at DoubleVerify, Todd Randak, said.
“Over the past year, we’ve enhanced pre-bid controls, introduced automated suitability workflows, advanced program-level transparency and strengthened measurement through OM SDK for CTV.
“DV Authentic Streaming TV brings this progress together, delivering a unified, independent standard for quality and performance, as well as the intelligence and consistency the industry needs to keep moving streaming forward.”
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