DoubleVerify (DV), a digital media measurement platform, has agreed to acquire fellow measurement and analytics company OpenSlate for $150 million in cash and stock. The deal is expected to close within the current quarter.
DV will use the acquisition to expand its value to advertisers in social video and connected TV, with the promise of creating the ‘most comprehensive’ brand safety, suitability, and contextual platform for the channels. It comes following DV’s decision to go public earlier this year.
“DV’s mission is to make digital advertising stronger, safer and more secure, giving global brands clarity and confidence in their digital investments,” said Mark Zagorski, DoubleVerify CEO. “Our strategy in support of this mission is to verify everywhere – across channels, formats, platforms and geographies. The combination with OpenSlate fully supports this approach.
“OpenSlate’s pre-campaign solutions perfectly complement DV’s post-campaign measurement capabilities across CTV and social environments. Integrating the two provides advertisers with unparalleled end-to-end brand safety, suitability and contextual optimization. No other company will be able to deliver a fully-owned, integrated solution across the leading social and CTV walled gardens.”
OpenSlate, founded in 2012, works with the likes of Coca-Cola, Kimberly-Clark, Nestle, P&G, Sony, Unilever, and Volkswagen to help them to align their advertising with suitable or contextually relevant content across social video and CTV.
A little over a year ago, the company entered into a partnership with TikTok to provide a third-party verified brands safety solution for advertising on the video-sharing app.
“The OpenSlate team is thrilled to join forces with DoubleVerify – an industry-leading, rapidly expanding, global organization with best-in-class media quality and performance capabilities,” said Mike Henry, OpenSlate CEO. “Integrating with DV will be a natural evolution for our technology and will accelerate our ability to provide advertisers with comprehensive brand safety, suitability, and contextual solutions across social video and CTV.”