DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information.

The Trade Desk now supports a comprehensive suite of DV’s pre-bid programmatic solutions for fraud, brand safety and suitability, viewability and contextual advertising.

“We are delighted to see the partnership between The Trade Desk and DoubleVerify activate in the Australian market,” said Joanna Georges, Director, Data Partnerships, ANZ, The Trade Desk. “This partnership delivers our clients with pre-bid brand safety and contextual targeting, as well as MRC-accredited viewability metrics for display and video, and significant protection in the fight against fraud.”

A global study from Sapio/DV revealed that 69 per cent of consumers are more likely to look at an ad if it is relevant to the content they’re reading. DV Custom Contextual was purposely built to provide brands an elevated and privacy-safe method to effectively increase audience reach and targeting precision. Moreover, DV’s content classification makes it easy to align ads with the most relevant content, creating a connection that encourages engagement around key points of interest or intent.

Now, buyers can utilize custom segments built specifically for their brand needs and easily deploy them on The Trade Desk’s DSP for targeting.

“Increased privacy regulation and the deprecation of third-party cookies and mobile identifiers are ushering a shift away from third-party audience targeting,” said Mark Zagorski, CEO of DoubleVerify. “DV Custom Contextual is a privacy-safe solution that draws on DV’s 10+ years of experience in ontology to help brands drive performance, by aligning their online promotion with content that is contextually relevant to their target audience. We’re thrilled to expand coverage and access to DV Custom Contextual on The Trade Desk.”

Since the solution was first introduced in September, 2020, many brands have found success in leveraging DV Custom Contextual.

Earlier this year, Miele, a manufacturer of high-end appliances, was looking to improve user engagement with their products by reaching their target audience during the research and consideration phase of the consumer journey. In order to achieve this, Miele created a Custom Contextual targeting profile, combining DV’s in-market categories and two custom built categories. As a result, Miele saw a 50 per cent higher click-through rate than their established benchmark.

In another example, Vodafone UK, a telecommunications company, leveraged DV Custom Contextual as a privacy-safe solution to boost campaign performance. Using a combination of IAB categories and a custom built category, Vodafone UK achieved an average cost per incremental acquisition (iCPA) that was 54 per cent lower than their benchmark.

DV’s Custom Contextual is part of DV Performance Solutions, which also features DV Authentic Attention – a privacy-friendly data solution that does not rely on cookies and offers timely, impression-level insights to optimize campaign performance.