Mumbai: DoubleVerify, a software platform for media quality verification, ad performance optimization, and campaign outcome measurement, today announced the launch of DV Authentic AdVantage™, an industry-first integrated solution that combines DV’s trusted media quality controls with DV Scibids AI™, to deliver superior advertising outcomes across proprietary video platforms, commonly referred to as “walled gardens.”
The new offering aims to address the long-standing challenge advertisers face when balancing performance with brand safety in premium video environments.
“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 optimization 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 is the first solution purpose-built for walled garden environments that unifies DV’s verification and optimization capabilities in a single tool. Traditionally, brands have been forced to sacrifice one goal—cost-efficiency, media quality, or performance—for another. This new product removes that dilemma by delivering across all three fronts.
Key benefits for advertisers include:
- Protect brand equity: Align advertising with brand-safe and suitable content through media quality standards customized to each brand.
- Maximize campaign performance: Leverage automated bidding and budget allocation through AI-driven optimization for improved results.
- Verify and measure: Use DV Pinnacle®, DV’s unified analytics platform, to access real-time media quality authentication and campaign success metrics.
DV Authentic AdVantage is powered by the DV Media AdVantage Platform (DV MAP), a comprehensive framework that integrates DV’s core capabilities across verification, AI optimization, and outcome measurement. This new structure is based on three key pillars:
- Verify: Ensure brand safety and reduce media waste through fraud detection, viewability, brand suitability, attention, and contextual controls.
- Optimize: Drive cost efficiency with real-time optimization using DV Scibids AI.
- Prove: Demonstrate impact and ROI using outcome measurement via DV Rockerbox™, offering insights through Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), and Incrementality Testing.
“The DV Media AdVantage Platform delivers on the synergy of our core verification capabilities and recently acquired technologies, bringing our trusted data, AI-powered optimization, 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 maximize quality and prove ROI on every dollar spent.”
This launch marks a significant milestone in DV’s transition from a verification provider to a full-scale media effectiveness platform. With strategic acquisitions of Scibids in 2023 and Rockerbox earlier this year, DV has integrated advanced AI optimization and robust marketing measurement tools into its platform, ensuring advertisers can now verify, optimize, and prove their media performance—seamlessly.
