DoubleVerify Claims CTV Viewability First

Digital media measurement, data and analytics platform DoubleVerify (DV) has launched what it claims is the 'first ever' scalable solution to verify viewability on Connected TV (CTV).

Acquired by private equity firm Providence Equity Partners in 2017, DV offers MRC-accredited software that verifies the quality and effectiveness of digital ads. The firm says that until now, viewability measurement has not been possible in CTV because the historical standard for digital viewability measurement, VPAID, is not supported in this environment.

The new solution is designed to enable advertisers to measure delivery of the DV Authentic Ad - a proprietary, MRC-accredited metric that aims to ensure consistent media quality across environments - on CTV. To be counted as Authentic, an ad must be fully viewed, by a real person, in a brand safe and suitable environment, within the intended geography.

CEO Mark Zagorski (pictured) comments: 'As CTV impressions continue to be sold at a premium, brands need insight into which platforms and environments offer the best viewability rates. This release enables advertisers to address growing challenges in CTV, such as the 'TV off' issue, and offers insight into whether ads had the opportunity to make an impact across digital environments, in a consistent manner'.

Web site: www.doubleverify.com .