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DoubleVerify Launches DV Authentic Streaming TV for Enhanced CTV Transparency
Published: 2026/01/16 03:48:03
The Rise of Connected TV and the Need for verification
Connected TV (CTV) and streaming services are experiencing explosive growth,becoming central components of modern advertising strategies. However, this rapid expansion has also introduced challenges related to ad fraud, brand safety, and accurately measuring campaign performance. Advertisers need reliable tools to ensure their investments are reaching real viewers in appropriate environments. The Interactive Advertising Bureau (IAB) highlights the increasing sophistication of ad fraud techniques, making robust verification solutions essential.
Introducing DV Authentic Streaming TV
DoubleVerify (DV), a leading software platform for digital media measurement, data analytics, and verification, has launched DV Authentic Streaming TV.This new solution is designed to address the unique challenges of advertising in the CTV and streaming ecosystem.It aims to provide advertisers with a centralized platform for managing, analyzing, and optimizing their campaigns, ultimately increasing visibility and performance.
Key Features and Capabilities
- AI-Powered Content Suggestion: DV Authentic Streaming TV leverages artificial intelligence to recommend premium content, ensuring ads appear alongside high-quality programming.
- Unified Workflow: The platform consolidates recommendation, reporting, analysis, and optimization into a single workflow, streamlining campaign management.
- Pre-Bid Controls: Enhanced pre-bid controls help prevent ads from appearing in undesirable or fraudulent environments.
- Brand Suitability: Automated workflows ensure brand safety by identifying and avoiding content that doesn’t align with an advertiser’s values.
- Transparency at the Program Level: Provides detailed insights into where ads are appearing within specific programs.
- OM SDK Integration: Leverages the Open Measurement (OM) SDK for improved measurement accuracy in CTV environments.
