DoubleVerify has 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 and brands can align inventory and brand suitability requirements by targeting or avoiding specific CTV apps; they 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 DoubleVerify CEO Mark Zagorski. “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% 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. DV’s reporting solution maps app names across platforms and devices and normalizes them per IAB standards 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.
MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]
To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]
The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]