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TOKYO, Oct. 14, 2020 /PRNewswire=KYODO JBN/--

As advertiser demand for CTV increases, DoubleVerify continues to take the lead

in authenticating the quality of media investments, across all video

environments

DoubleVerify ("DV"), a leading software platform for digital media measurement,

data and analytics, today announced the industry's first Connected TV (CTV)

brand safety solution -- advancing the company's complete video solution for

advertisers, across all environments.

This solution brings new transparency to CTV and offers advertisers three

important controls over their CTV buys. With inclusion and exclusion lists,

advertisers can align inventory and brand suitability requirements by targeting

or avoiding specific CTV apps; brands can monitor delivery reporting to measure

campaign quality and identify infractions; and they can optimize campaigns

in-flight and refine future strategies.

"Advertiser demand for transparency in CTV will continue to accelerate as

audiences flock to the channel," said Mark Zagorski, CEO of DoubleVerify.

"We're proud to be the first in the market to introduce this solution and

enable effective CTV app-level brand safety and suitability controls for global

advertisers."

App-level controls on CTV have previously posed a challenge, due to the complex

way in which the channel gathers app and content-level data. Today, app

information is frequently not passed on to sellers and, when shared, it's done

so in the form of Bundle IDs -- which lack standardization. In fact, DV found

that only 23%(

https://doubleverify.com/newsroom/as-investments-increase-doubleverify-boosts-ctv-transparency-for-advertisers-standardizing-ctv-app-identifiers-across-platforms/?news=1%22%20%5Ct%20%22_blank)

of CTV auctions have app names that adhere to IAB conventions. Also, sellers do

not provide content-level data in any automated or verified format. Although

buyers may receive a post-campaign summary list, this typically details a

subset of the programs their campaign ran across, with no guarantee of accuracy

or volume.

"If there is no clear or verified data specific to the environments and

programs where CTV campaigns run, then every advertiser is exposed to brand

suitability risk when buying on CTV," said Zagorski. "Our new inclusion and

exclusion lists empower advertisers to assume greater control over

brand-content fit, by selecting only apps that align with their suitability

standards and criteria."

DV's new solution works by providing app-level transparency to advertiser

customers and presenting app data in an intuitive and normalized manner. Rather

than surfacing the nonstandard and random app Bundle IDs, DV is providing an

overall, real world app name and the devices and IDs associated with it.

Earlier this year, DV began addressing the lack of transparency in CTV with the

launch of a new transparency and reporting solution for CTV inventory(

https://doubleverify.com/newsroom/as-investments-increase-doubleverify-boosts-ctv-transparency-for-advertisers-standardizing-ctv-app-identifiers-across-platforms/?news=1%22%20%5Ct%20%22_blank).

DV's reporting solution maps app names across platforms and devices and

normalizes them per IAB standards(

https://iabtechlab.com/blog/guidelines-ctv-ott-device-and-app-identification/%22%20%5Ct%20%22_blank)

to give buyers full transparency and accurate data on where their CTV campaigns

have run. Upon launching this solution, more than 6,000 apps were mapped across

leading industry platforms.

For more information about DoubleVerify, contact japan@doubleverify.com.

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About DoubleVerify

DoubleVerify is a leading software platform for digital media measurement, data

and analytics. DV's mission is to be the definitive source of transparency and

data-driven insights into the quality and effectiveness of digital advertising

for the world's largest brands, publishers and digital ad platforms. DV's

technology platform provides advertisers with consistent and unbiased data and

analytics that can be used to optimize the quality and return on digital ad

investments. Since 2008, DV has helped hundreds of Fortune 500 companies gain

the most from their media spend by delivering best in class solutions across

the digital advertising ecosystem, helping to build a better industry. Learn

more at DoubleVerify.com.

SOURCE DoubleVerify