DoubleVerify, a leading software platform to verify media quality, optimise ad performance, and prove campaign outcomes, have announced the launch of the DV Authentic AdVantageTM, a first-of-its-kind solution that combines DV’s trusted media quality controls with DV Scibids AITM to drive superior outcomes across walled garden environments. The solution initially will launch across proprietary video platforms, enabling advertisers to enhance performance while safeguarding brand equity.
“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,” said Mark Zagorski, CEO of DoubleVerify. “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.”
DV Authentic AdVantage combines DV’s verification and optimisation capabilities into a single offering, specifically designed to address the challenges of advertising in walled gardens. Traditionally, brands have faced compromises between cost efficiency, media quality, and performance. DV Authentic AdVantage removes these constraints, delivering on all three.
Key benefits for advertisers using DV Authentic AdVantage include:
DV Authentic AdVantage is built on the strength of the DV Media AdVantage Platform (DV MAP), a new framework that lets brands harness the power and synergy of DoubleVerify’s vast 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.
DV MAP is structured around three pillars:
“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 MAP represents a significant milestone in DV’s evolution, from media verification provider to full-spectrum media effectiveness platform. This transformation meets 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.Â
Earlier this year, DV acquired Rockerbox, a unified marketing measurement platform that provides Multi-Touch Attribution (MTA), Marketing Mix Modelling (MMM), and Incrementality Testing solutions that prove the effectiveness of campaigns and inform ongoing optimisations through outcomes data and insights.
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