Las Vegas: DoubleVerify, the global leader in media verification and advertising performance optimization, has launched DV Authentic Streaming TV™ at CES 2026, a new solution designed to provide advertisers with greater transparency, brand-aligned media quality, and improved ad performance across connected TV (CTV) and streaming environments.
The platform unifies premium content discovery, reporting, analytics, and optimization into a single workflow, giving advertisers visibility and control over one of the fastest-growing media channels.
Mark Zagorski, CEO of DoubleVerify, said, “The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it. DV Authentic Streaming TV gives advertisers the ability to better align their brand suitability criteria with their CTV activation in programmatic platforms. For the first time, by incorporating richer program-level signals, such as genre, maturity ratings, premiere dates, content trends and viewer-approval scores, along with deeper app-level intelligence, including attention insights and power-state awareness, we are transforming how advertisers evaluate and verify CTV quality.
This breakthrough heightens transparency, strengthens performance and brings true accountability to streaming TV. Make no mistake, DV is throwing down the gauntlet and independently challenging the industry to deliver on the quality and performance promise of CTV.”
With 83% of Americans now using streaming services, often preferring ad-supported models, advertisers are investing billions into this space. However, challenges such as limited transparency, fragmented reporting, and misplaced impressions—DV research shows over $1 billion in programmatic spend occurs outside premium environments quarterly—have persisted. Nearly 70% of marketers cite a lack of transparency as a barrier to justifying streaming TV investments.
DV Authentic Streaming TV addresses these gaps through:
- Verification – AI Agent Powered Pre-bid Content Discovery and Controls: Allows advertisers to set brand goals and content preferences conversationally, leveraging DV’s Authentic Brand Suitability® and richer program-level signals sourced from IMDb, along with app-level intelligence such as attention indicators and power-state awareness.
- Verification – Post-bid Measurement: Provides unified reporting on campaign delivery, performance KPIs, and content alignment with brand goals across languages, geographies, devices, and apps, ensuring insights inform future planning and optimization.
- Optimization – AI-powered Activation: Utilizes the DV Scibids AI™ engine to dynamically optimize ad spend toward content with stronger reach, relevance, and conversion outcomes, with an intuitive drag-and-drop interface for real-time adjustments.
“The launch of DV Authentic Streaming TV represents the next chapter in DV’s expansion across the streaming TV ecosystem,” said Todd Randak, GM of CTV at DoubleVerify. “Over the past year, we’ve enhanced pre-bid controls, introduced automated suitability workflows, advanced program-level transparency and strengthened measurement through OM SDK for CTV. DV Authentic Streaming TV brings this progress together, delivering a unified, independent standard for quality and performance, as well as the intelligence and consistency the industry needs to keep moving streaming forward.”
Built on the DV Media AdVantage Platform (MAP), DV Authentic Streaming TV combines verification insights and AI-powered activation to transform CTV into a performance-driven, transparent medium. The initial release includes planning, optimization, and select reporting capabilities, with further features planned as part of the ongoing rollout.
This launch positions DoubleVerify as a leader in solving the transparency and accountability challenges of the rapidly expanding streaming TV advertising landscape, providing advertisers with data-driven tools to maximize return on investment in CTV.
