The news: Measurement and analytics platform DoubleVerify rolled out streaming TV products on Thursday designed to improve transparency and advertising quality in connected TV (CTV).
- A Verified Streaming TV product uses DV’s AI content classification technology to help advertisers verify that campaigns run only in premium streaming environments rather than extension networks. Along with a pre-bid tool, this measurement feature helps advertisers understand the scale and quality of ad placements.
- A “Do Not Air” feature automates the process of keeping ads away from unsuitable content across streaming platforms to meet brand requirements. Automation steps away from historical reliance on spreadsheets or emails to determine harmful placements.
- A partnership with IMDb uses the movie, TV, and celebrity database company’s comprehensive content data to classify streaming content. Granular contextual insights from IMDb’s data helps brands ensure ads appear in high-value, contextually appropriate environments.
The updates come shortly after DV enhanced its partnership with Roku’s Advertising Watermark tech to minimize fraudulent ad requests in streaming TV.
The problem: DV is trying to address brands’ concerns about advertising in CTV environments.
- 15% of streaming TV ad spend is wasted in low-quality environments instead of real streaming TV content, per DV. This leads to more than $1 billion in misplaced ad spend every quarter.
- Advertisers have also struggled with unsophisticated CTV measurement tools as CTV becomes a cornerstone of marketing.