Sydney, AUSTRALIA – November 7, 2025
– DoubleVerify (“DV”) (NYSE: DV), the leading software
platform to verify media quality, optimise advertising
performance and prove campaign outcomes, today announced the
launch of new industry-first streaming TV offerings designed
to give advertisers greater transparency, control and
efficiency across their streaming TV investments. In
addition, DoubleVerify is leveraging unique, licensed IMDb
data to fuel AI-driven classification of streaming content,
with new capabilities planned to launch in early
2026.
Advertisers are demanding stronger safeguards to
ensure their campaigns are delivered in premium environments
and avoid content that doesn’t align with their brand
values. According to DV research, an estimated 15% of U.S.
programmatic direct, programmatic guaranteed (PG) and
Private Marketplace (PMP) deals in CTV actually serve
outside streaming video content—on environments such as
gaming apps, music streaming services or other CTV utility
apps—resulting in more than $1 billion in misplaced ad
spend each quarter.
To address this issue, DV is
launching several new products: Verified Streaming TV™
pre-bid segments and measurement and “Do Not Air”
Automation.
“As streaming TV grows, advertisers are
contending with new challenges—from opaque, resold
inventory and questionable ad placements wasting billions in
media spend, to a lack of automation that inhibits
contextual alignment,” said Todd Randak, GM of CTV
at DoubleVerify. “Our new Streaming TV products
directly address these pain points, giving advertisers the
ability to verify media quality and maximise their
investments across devices and
platforms.”
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Verified Streaming TVPre-bid
Segments and Measurement. Powered by DV’s
AI-driven content classification technology, this
first-to-market capability helps advertisers verify that
their campaigns run in premium streaming environments that
deliver the quality and engagement of traditional
TV.
With Verified Streaming TV, advertisers
can:
- Align impressions with premium streaming TV
player environments across leading programmatic platforms,
including The Trade Desk, Teads, StackAdapt,
Microsoft Invest and Index Exchange - Verify
that ads appear in branded players alongside high-quality
media—not extension networks––and measure the scale
and quality of those placements - Maximise media
investments and prevent overspending on non-streaming TV
inventory
“Do Not Air” Automation
Via DV Authentic Brand Suitability. Advertisers
have long relied on “Do Not Air” lists—policies
outlining where their ads should not appear—to meet
regulatory, contractual and brand alignment requirements.
Historically, these lists were managed manually via
spreadsheets and email, a process ill-suited for
programmatic.
Integrated into DV’s Authentic Brand
Suitability, an AI-powered pre-bid product that helps
advertisers avoid unsuitable content before a bid is placed,
“Do Not Air” Automation modernises this process with
intelligent automation. The new capability automates list
activation and enforcement across streaming
environments.
With “Do Not Air” Automation,
advertisers can:
- Eliminate manual list management
while maintaining precise control over content
alignment - Curate streaming inventory leveraging DV
normalised data across genres and maturity
ratings - Activate lists at the point of transaction
using a single segment ID aligned with their DV Authentic
Brand Suitability settings
Advertisers will have
early access to “Do Not Air” Automation for programmatic
open market and PMP buys through The Trade Desk, with more
platforms to follow soon.
“Transparency in streaming
has never been more critical,” said Dave Morgan,
Founder and CEO of Simulmedia . “Advertisers need
proof that their dollars are going toward premium, TV-like
inventory, not hidden resells or low-quality placements.
Offerings like Verified Streaming TV give the market the
clarity and control it’s been missing.”
DV
Leverages IMDb Data to Enrich Streaming Contextual Insights.
DV is licensing comprehensive data and popularity
insights from IMDb, the world’s most popular and
authoritative source for information on movies, TV shows,
and celebrities, to enhance DV’s AI-powered analysis and
classification of streaming TV content. By integrating
unique IMDb data, including Parents Guides, Meters, and
Ratings, DoubleVerify can deliver more granular and precise
contextual insights to help global brands improve media
quality, with new products slated to launch in early
2026.
“As streaming TV continues to mature, the
definition of media quality is becoming more
sophisticated,” said David Goddard, SVP of
Business Development, DoubleVerify. “We are
excited to leverage data and insights from IMDb to enrich
our AI-powered analysis with even more contextual
signals.”
“IMDb licenses authoritative data and
unique insights from our global audience of more than 250
million monthly visitors, powering content discovery and
advanced analytics for businesses all over the world,”
said Nikki Santoro, CEO of IMDb. “We’re
delighted that DoubleVerify has selected IMDb to power its
new suite of products and help advertisers reach their
target audiences.”
DV’s Verified Streaming TV and
“Do Not Air” Automation offerings are key components of
DV’s Media AdVantage Platform, which
combines AI-powered media verification, ad optimisation and
campaign outcomes measurement to maximise media performance
and return on ad spend. As part of media verification, these
products help advertisers better align with professionally
produced TV content across devices.
About
DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is
the industry’s leading media effectiveness platform that
leverages AI to drive superior outcomes for global brands.
By powering media efficiency and performance, DV strengthens
the online advertising ecosystem, preserving the fair value
exchange between buyers and sellers of digital
media.
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