DoubleVerify announced DV Authentic Streaming TV, designed to provide more transparency, assess media quality, and measure ad performance for connected TV and streaming platforms.
Launched at CES 2026, DV Authentic Streaming TV enables advertisers to unify premium content discovery, reporting, analytics and optimisation into one streamlined workflow, giving them the visibility and control they need to power ad performance across the world’s fastest-growing media environment.
“The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it,” said Mark Zagorski, CEO of DoubleVerify. “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.”
Eighty-three percent of Americans say they use streaming services today and most prefer ad-supported options over more expensive paid subscriptions. Advertisers are following these audiences, investing billions of dollars into streaming globally.
However, these investments are challenged by limited transparency, fragmented reporting and uncertainty whether impressions ran in premium, TV-like environments. For example, DV research finds that 15 per cent of CTV programmatic advertising transactions that are supposed to be delivered across premium streaming TV environments occur outside of branded streaming players, resulting in more than $1 billion in misplaced spend each quarter.
Given these dynamics, it’s no wonder that nearly 70 per cent of marketers say they cannot justify their streaming TV investments without better transparency.
DV Authentic Streaming TV addresses these challenges by combining the company’s verification and optimisation capabilities to deliver unprecedented, granular pre-bid discovery, controls and agentic AI planning to help ensure contextual and brand suitability alignment. The solution also provides unified post-bid measurement and AI-powered optimisation — shifting streaming from an opaque, walled-garden environment into an accountable, performance-driven medium. Key capabilities include:
DV Authentic Streaming TV introduces a natural-language AI planning agent that allows buyers to describe content preferences and brand goals conversationally, translating them into actionable settings and exclusion controls. By automating brand alignment through DV’s Authentic Brand Suitability, advertisers can replace manual “Do Not Air” workflows with consistent, pre-bid enforcement across every campaign.
DV is transforming how advertisers evaluate media quality on streaming TV through the addition of richer criteria such as genre, maturity ratings, premiere dates, content trends and viewer-approval scores — delivered through DV’s licensing of IMDb data. These verified program-level signals, combined with deeper app-level intelligence, such as attention indicators and power-state awareness, give advertisers more precise control of where their ads will be delivered.
DV Authentic Streaming TV elevates post-bid measurement with campaign delivery metrics, performance KPIs and content-relevance insights, such as genre, maturity ratings, premiere dates, content trends and viewer-approval scores, which show how programs align with brand goals — all normalised across languages and geographies through DV’s global taxonomy. These unified reporting capabilities provide consistent, independent transparency across devices, apps and formats, supporting clearer decision-making and streamlined activation. This reporting layer also closes the feedback loop, ensuring that insights from delivery directly inform future planning and optimization decisions.
To drive campaign performance, DV Authentic Streaming TV utilises the DV Scibids AI engine to optimise spend toward content that delivers stronger reach, relevance and conversion outcomes. This adaptive optimization aligns with each advertiser’s unique KPIs, ensuring budgets are directed toward the most impactful streaming environments. The solution also introduces a drag-and-drop optimisation interface, allowing teams to adjust goals, weights and performance levers with ease.
