DoubleVerify Powers Brand Safety Targeting at Scale for Advertisers in Real-Time Bidding Environments
CPX Interactive and Dedicated Media Are the First to Leverage Data From DoubleVerify to Ensure Brand Safe Impressions When Buying Through AppNexus
NEW YORK, NY–(Marketwire – Mar 5, 2012) – DoubleVerify, the pioneer and worldwide leader in online media verification and real-time decisioning, today announced the availability of its brand-safety targeting and advertiser brand profiles for real-time bidding (RTB) exchange environments. The company’s technology brings more transparency and accountability for RTB impressions, providing ad buyers with increased protection and improved targeting in ad exchanges. CPX and Dedicated Media are the first to benefit from this differentiator through AppNexus, the world leader in real-time advertising technology.
DoubleVerify is making its data available to agency trading desks, ad networks and DSPs, with seamless integration and activation. In the first of several planned RTB environment integrations, DoubleVerify’s data can be applied to campaigns running through the AppNexus platform. Ad buyers can work with DoubleVerify to:
- Increase performance for ad campaigns through customized brand-safety targeting profiles based on advertiser preferences
- Provide campaign specific brand-safety targeting parameters, general brand-safety tiers and specific sets of advertiser and industry profiles to identify the right impression for advertisers’ pre-bid
- Proactively find the inventory and placement advertisers want, and avoid unacceptable inventory without complex inventory management
- Deliver higher performing campaigns through robust targeting for advertisers in less time with tremendous cost-efficiency
DoubleVerify handles more than 60 billion advertising impressions per month for hundreds of Fortune 500 advertisers, ad networks and platforms. This experience allows the company to develop profiles that are honed and customized for advertisers, as well as extend the power of its data to adapt to the current advancements in buying technology.
“DoubleVerify strives to bring transparency and accountability to the industry. For the first time, advertisers and DSPs can access our data before bidding to ensure maximum ROI on campaigns,” said Oren Netzer, CEO of DoubleVerify. “By working with DoubleVerify in RTB environments, bidders can buy brand safe inventory at scale, with confidence, and avoid paying for impressions that are not targeted, safe or relevant for the brand. Our pre-bid decisioning solution is powered by our robust data set of billions of impressions each month, allowing us to proactively find brand-safe, precisely targeted, high-quality pages and sites that match the specific criteria of ad buyers.”
“We at AppNexus pride ourselves on providing both advertisers and publishers with innovative, flexible technology to maximize their business. This integration with DoubleVerify will mean our clients have access to additional solutions to ensure higher performing campaigns,” says Ari Paparo, Senior Vice President of Product for AppNexus.”
By using DoubleVerify targeting for brand-safety and advertiser specific profiles, exchange bidders have an extra measure of protection through a proactive approach in identifying the highest performing content and placement on pages. Advertisers who use online media verification for campaigns are seeing dramatic increases in ROI by cutting wasted impressions and maximizing media spend. This makes the investment vital for running effective campaigns for top-tier brands.
“Our advertising clients look to us for guidance in finding value in exchanges. By aligning our technology platform with the right partners, we are maximizing the effectiveness of RTB,” said Mike Seiman, CEO of CPX Interactive. “Having the foresight to know what impressions are right for advertisers gives us a key advantage and differentiator in the market. This is the advantage of our integration with data from DoubleVerify.”
“We believe that the most effective advertising comes from the intersection of the right ad, targeted to the right person, in the right environment. In fact, we’ve built our reputation upon exactly that,” said Ryan Becker, VP, Business Development and Operations at Dedicated Media. “As a result of this partnership, we’ve added another layer into our SMART decisioning engine that uses DoubleVerify data to ensure the highest quality and best performing inventory for our clients.”
DoubleVerify (www.doubleverify.com) is the worldwide leader in online media verification and real-time decisioning. It is the top choice of marketers, agencies, ad networks, demand side platforms, exchanges and publishers looking to ensure quality advertising environments, campaign transparency and performance. DoubleVerify handles over 60 billion advertising impressions per month for hundreds of leading Fortune 500 marketers, advertising networks and platforms. A World Economic Forum 2012 Technology Pioneer, DoubleVerify is headquartered in New York City, with sales offices in London and engineering offices in Tel Aviv, Israel. Investors in DoubleVerify include JMI Equity, Institutional Venture Partners, Blumberg Capital, First Round Capital and Genacast Ventures.