New Delhi: DoubleVerify, the software platform focused on media quality verification, advertising performance optimisation and campaign outcomes measurement, has announced the launch of DV Neura™, a cognitive engine designed to power artificial intelligence capabilities across DV MAP™ (DV Media AdVantage Platform).
The launch marks DoubleVerify’s latest move to strengthen AI-led advertising capabilities by enabling advertisers to access insights, performance intelligence and campaign optimisation through open agentic protocols and specialised AI agents.
DV Neura is designed to improve media quality workflows by accelerating content classification, expanding verification capabilities and creating more seamless access to campaign intelligence and execution tools.
As part of the launch, DoubleVerify introduced capabilities that allow advertisers to access DV data through their preferred conversational AI platforms using the Model Context Protocol (MCP) open standard. Advertisers can currently connect with the DV Neura Insight Agent through Anthropic Claude, enabling analysis of media quality and performance data through natural-language interactions. Additional integrations with Google Gemini, Microsoft Copilot and other AI assistants are expected to be introduced in the future.
The company also announced the DV Neura Activation Agent, expected to become available in the third quarter, which will autonomously execute approved campaign changes within advertiser-defined controls.
Commenting on the launch, Mark Zagorski, CEO of DoubleVerify, said, “Most of the innovation around agentic advertising remains trapped in silos, with AI-enabled features and point solutions disconnected from the broader advertiser opportunity and the core platform. DV Neura changes that by connecting DV’s AI-powered capabilities across our platform, from verification and content classification to performance optimization and outcomes measurement, while also enabling flexible, dynamic agentic workflows that connect insight with execution across the campaign lifecycle. We are helping define what agentic advertising should become: faster, smarter and built on transparency, trust and tangible results.”
Highlighting the application of AI-led workflows in regulated sectors, Gina Whelehan, Group Director of Strategic Partnerships at Butler/Till, said, “Healthcare marketers operate in some of the most complex advertising environments, where every decision must balance performance, compliance, brand suitability and consumer trust. We’re excited to work with DV to bring verification earlier into agentic advertising workflows and help shape how AI-powered campaign execution can operate in practice. DV Neura is helping our teams move faster and drive stronger outcomes while maintaining governance and accountability.”
DoubleVerify said DV Neura is built on a hybrid architecture that combines large language models, machine learning and deterministic rules to improve content understanding across text, images, video and audio formats.
According to the company, the AI engine has increased content classification output by nearly 300 times, expanding the scale and consistency of media analysis. Since the beginning of the year, DoubleVerify has monitored or blocked more than 500 million impressions across low-quality generative AI environments and AI-generated content sites. Additionally, DV Scibids AI currently optimises approximately 25 billion impressions each month to improve campaign efficiency and outcomes.
Commenting further on the broader shift in digital advertising, Zagorski added, “AI is changing how advertising operates, but it does not change what advertisers need most: transparency, control and measurable performance. DV Neura gives advertisers the intelligence and infrastructure to operate with confidence in a more automated, agent-driven world.”
DV Neura has been developed across four core pillars — Media Intelligence, Adaptive Performance, Open Connectivity and Agentic Execution — bringing together fraud prevention, AI-powered optimisation, conversational access to campaign intelligence and automated execution capabilities.
Building on nearly two decades of innovation in media quality and performance measurement, DoubleVerify said DV Neura is designed to help advertisers improve campaign decision-making and maximise media investments across the open web, social platforms, streaming TV and retail media ecosystems.
