DoubleVerify Buys Video Tech Firm Zentrick

Marketing measurement software and analytics firm DoubleVerify has acquired digital video tech company Zentrick, which it says will help scale its solution for advertisers and publishers.

Ghent, Belgium-based Zentrick offers software solutions which help clients achieve seamless execution and performance of online video advertising; while DoubleVerify's analytics authenticate the quality and effectiveness of digital media.

DoubleVerify says more than 30% of sold video ads 'are unable to be delivered by publishers due to various forms of technical 'breakage' in the ad delivery chain' - with worse figures for mobile app and connected TV. The firm says breakage results from 'incompatibility of multiple playback standards and latency delays in the video ad load', and believes Zentrick's middleware offering frees media platforms and publishers from the need to spend major time and money on supporting multiple third-party data integrations such as measurement, attribution and audience providers. Zentrick's solutions reduce this 'video breakage' by more than 50%, by shortening load times and eliminating multiple forms of latency that can prevent a video ad from delivering. DoubleVerify CEO Wayne Gattinella (pictured) says: 'DV's mission is to power the new standard of marketing performance, giving advertisers clarity and confidence in their digital investment. Eliminating ad breakage has a direct effect on the performance of online advertising that will resonate throughout the ecosystem'.

Pieter Mees, Zentrick co-founder, comments: 'The entire Zentrick team is thrilled to join forces with DoubleVerify - a rapidly expanding, global organization with a best-in-class verification offering. Integrating Zentrick's digital video technology and expertise with DV's industry-wide platform will accelerate our efforts to simplify and streamline ad performance'.

The all cash, all stock offer was completed on February 15th.

Web sites: www.doubleverify.com and www.zentrick.com .