DoubleVerify to Buy Contextual Targeting Firm OpenSlate

US-based digital media measurement and analytics firm DoubleVerify (DV) has agreed to acquire pre-campaign contextual targeting platform OpenSlate in a cash and stock transaction valued at $150m.

OpenSlate's solutions provide insight into the nature and quality of ad-supported content on large, video-driven social media platforms, such as Facebook, TikTok and YouTube, and enables brands to align advertising with suitable or contextually relevant content across social media video and CTV. Founded in 2012, the company evaluates video for brand safety, suitability and context, and offers customers 'pre-activation' controls to enable advertisers to target the most appropriate and impactful content.

Neither firm relies on persistent tracking technologies, such as third-party cookies or mobile device IDs like Apple's IDFA, and through the deal, DV and OpenSlate will provide a toolset to tackle the challenges of cookie depreciation. DV says that the combination brings together two platforms - both of which are ad-server agnostic, with neither being party to the media transaction or the ad monetization process.

Mark Zagorski (pictured), DoubleVerify CEO, comments: 'OpenSlate's pre-campaign solutions perfectly complement DV's post-campaign measurement capabilities across CTV and social media environments. Integrating the two provides advertisers with unparalleled end-to-end brand safety, suitability and contextual optimization.'

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

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.