DoubleVerify Launches ‘Privacy-Friendly’ Tool For Programmatic Advertisers

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
B&T Magazine
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United States-based software platform DoubleVerify has launched what it describes as a “custom contextual” solution for programmatic advertisers.

This new offering delivers privacy-friendly targeting by aligning ads to relevant content to maximize user engagement and drive conversion. DV’s Custom Contextual solution will be available on leading DSPs that include MediaMath, Verizon Media and Xandr.

DoubleVerify’s chief product officer, Jack Smith said that increased privacy regulation and the decision by most web browsers to “sunset” the use of third-party cookies is ushering a shift away from third-party audience targeting.

“Our Custom Contextual solution draws on DV’s 10+ years of experience in ontology, brand suitability and content classification and applies this to effectively match relevant ads to audiences at key points of interest or intent,” Smith said.

According to research undertaken by DV, customers are more receptive to contextually-relevant ads. The findings show that 69 per cent of consumers surveyed would be willing to view ads that were relevant to the content they were consuming. While 44 per cent of those surveyed have tried a new brand because they were served an ad relevant to the content they were consuming.

For more information about DoubleVerify’s Custom Contextual solution, contact programmaticsales@doubleverify.com.

Featured image source: iStock/BestForBest

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