- DoubleVerify’s measurement solutions are actually available for all Netflix advertisers, based on a press release. In a separate announcement, Integral Ad Science (IAS) launched Viewability and Invalid Traffic verification on the platform.
- The partnerships promise to help advertisers on Netflix protect video ads from fraud and invalid traffic (IVT). DoubleVerify also provides viewability authentication, while IAS ad verification offers third-party reporting, optimizes campaigns and measures across media buys.
- These rollouts could help entice advertisers to make use of Netflix’s nascent ad-supported tier, which continues to be watched closely whilst the service is reportedly exploring changes to its ad-tech stack.
Netflix’s integration of solutions from DoubleVerify and IAS could address key advertiser concerns around fraud and viewability on the streamer’s ad-supported tier. The partnerships were previously announced in October upfront of the tier’s launch but are being implemented because the subscription offering tests its appeal with audiences and types.
DoubleVerify CEO Mark Zagorski maintains that the firm’s quality standards help drive optimal outcomes. Those standards are ensured through DoubleVerify’s fraud protection, which identifies and protects advertisers from IVT through hijacked devices and bot manipulation, and a viewability measurement tool that provides clarity around whether ads actually had the chance to be seen. Both fraud and viewability are continuously cited problems facing connected TV (CTV) because the channel matures.
The announcements come as Netflix continues to develop its ad-supported tier, which reached about 1 million monthly lively users within the U.S. after its second month, based on data cited by Bloomberg. However, Netflix can be other options for its ad tech after its deal with global partner Microsoft lapses, including possibly constructing or buying its own tech, Digiday reported. It’s unclear how such developments would affect Netflix’s deals with other tech providers. Along with DoubleVerify and IAS, Netflix can be working with Nielsen on the ad-supported tier.
DoubleVerify grew revenue by 36% year-over-year to greater than $452 million in 2022, per a recent earnings statement. That growth was largely driven by surging advertiser investments in channels like CTV and retail media. DoubleVerify claims to be the one verification company that covers all the top ad-supported CTV providers. For its part, IAS reported total 2022 revenue of $408 million, a 26% year-over-year increase.
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