Software platform DoubleVerify (DV) has launched DV Authentic AdVantageTM, a first-of-its-kind solution that combines DV’s media quality controls with DV Scibids AITM to drive business outcomes across walled garden environments. The solution initially will launch across proprietary video platforms.
Explaining the need for the new solution, Mark Zagorski, CEO of DoubleVerify, said: “Marketers have long faced a tradeoff when trying to advertise across premium video content from top creators without driving up CPMs, forcing a choice between reach and media quality, DV Authentic AdVantage eliminates that compromise by uniting media quality protection and campaign performance optimisation in a single, streamlined solution. This industry-first offering helps brands boost spend efficiency, scale reach, and achieve breakthrough performance across walled gardens.”
“The DV Media AdVantage Platform delivers on the synergy of our core verification capabilities and recently acquired technologies, bringing our trusted data, AI-powered optimisation, and campaign outcome measurement under one platform,” Zagorski continued. “This constitutes an evolution for DV and a paradigm shift for the verification category and digital advertising at large. Crucially, it aligns us perfectly with the primary objective of media buying, to help brands maximise quality and prove ROI on every dollar spent.”
DV Authentic AdVantage is built on the DV Media AdVantage Platform (DV MAP), a new framework that lets brands harness the power and synergy of DoubleVerify’s capabilities, including core verification, AI-powered optimisation, and outcome measurement. These component parts can be employed by advertisers to maximise media effectiveness and drive tangible business results across channels, devices, and formats.
Marketers can use the software to ensure their ads align with brand-safe and suitable content, language preferences, and media quality standards tailored to your brand’s unique settings. They can also optimise campaign performance with automated bid adjustments and budget allocations. Finally, the solution authenticates media quality and evaluates campaign success with detailed insights and reporting within DV Pinnacle®, DoubleVerify’s unified service and analytics platform.
DV MAP represents a significant milestone in DV’s evolution, from media verification provider to full-spectrum media effectiveness platform. This transformation is designed to answer the growing demand for transparency, efficiency, and accountability in digital advertising.
DV acquired Scibids in 2023 to bring AI-powered campaign optimisation directly into its offerings. DV Scibids AI uses impression-level data (including pricing), first-party data, and trusted third-party measurement inputs to dynamically generate custom bidding algorithms aligned to a brand’s individual campaign KPIs.
Earlier this year, DV acquired Rockerbox, a unified marketing measurement platform that provides Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), and Incrementality Testing solutions that prove the effectiveness of campaigns and inform ongoing optimisations through outcomes data and insights.
DoubleVerify is a client of Bluestripe Group, publishers of New Digital Age.
