The news: DoubleVerify (DV), the leading software platform for verifying media quality and optimizing ad performance, launched DV Authentic Streaming TV at CES 2026.

The service solves transparency and addressability gaps in connected TV (CTV ) by unifying content discovery, reporting, analytics, and optimization into a single workflow. DV Authentic Streaming TV currently features planning, optimization, and limited reporting, and more features will roll out over time.

“The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it,” CEO Mark Zagorski said. 

Why it’s worth watching: US adults spent more time watching CTV than traditional TV for the first time in 2025. We expect the gap to widen through 2027, with CTV viewing reaching two hours and 53 minutes per day as traditional TV slips.

Ad budgets have followed the audience, but what hasn’t followed is CTV ad performance clarity. 

Nearly 70% of advertisers cite a lack of standardization in CTV metadata as the key roadblock, per Gracenote. They struggle to justify streaming TV spend because they can’t clearly see where ads ran or what they actually delivered.

Tools like DV Authentic Streaming TV help boost budgets by verifying return on ad spend (ROAS).

• By funneling planning, checking, and optimization into one place, advertisers can set simple content rules before ads run, instead of cleaning up after campaigns are over. 
• Ads can be steered away from content that doesn’t fit the brand, then measured consistently once campaigns are live.

What this means for advertisers: As CTV expands its lead over linear TV, the tolerance for ambiguity is shrinking. Solutions like DV Authentic Streaming TV are less about new formats and more about validation—knowing where ads ran, whether the content fit the brand, and if the spend justified the budget.