We here at DoubleVerify initially launched online media verification to keep advertiser’s ads from serving on the most inappropriate inventory in the online advertising ecosystem. To this end, we delivered the most widely used ad blocking and monitoring solutions for advertiser and agency customers to use across their campaigns and to ensure that their brands were protected. Soon thereafter, sell-side partners asked us to create solutions for inventory and publisher management and we worked to ensure they had the tools available to keep their inventory compliant and quality and their customers happy with the launch of DoubleVerify’s Navigator solution suite.
Over the past couple of months, our customers – both on the sell side as well as the buy side have spoken to us about buying in RTB environments. While RTB is efficient and allows for great scale, it is also particularly challenging when it comes to brand safety and determining quality advertising environments. For bidders, staying atop of what each brand considers acceptable, finding appropriate inventory, managing non-compliance, and negotiating make-goods is all very time consuming. And for all parties, what you see isn’t always what you get—you are never quite sure what is behind blind and semi-blind inventory that’s being reported on.
I’m happy to announce, that starting today, you can leverage DoubleVerify’s data in RTB environments to ensure increased return on investment and brand protection for all of your campaigns. DoubleVerify’s decisioning and targeting services are now available on AppNexus—the first of several partners we’re working with to extend the power of verification.
What does all of this mean? DoubleVerify manages brand safety and verification profiles for hundreds of Fortune 500 brands. Now demand providers can target inventory for each of these brands with a single targeting attribute to ensure the brand safety those advertisers have come to expect on their campaigns is executed appropriately and in real-time. No more awkward three way calls, or endless management of URLs. Simply target the campaign to the appropriate brand safety attribute and you are done. And it gets better. Based on our work with so many leading brands, we’ve also created a set of industry-specific and more general brand safety targets. Now even small and medium advertisers can execute media buys with levels of brand safety that were previously out of reach.
You can read more on this exciting announcement here and learn how Collective and CPX are already leveraging DoubleVerify’s data on behalf of their customers here. And, of course, please be sure to reach out to your DoubleVerify representative to learn more about how you can start using DoubleVerify data in the RTB space.
If you are in NYC today you should join DoubleVerify at Admonsters Ops Markets conference! OPS Markets brings together online media leaders building the market and trading infrastructure for online advertising. By being a part of OPS Markets you can learn how to leverage RTB, DSPs, SSPs, and data providers to maximize your online advertising in a market-driven environment.
