DoubleVerify launches a new way to measure online ad effectiveness

techcrunch | January 08, 2020

Until now, DoubleVerify was known for helping advertisers to eliminate fraud and ensure their ads are running in brand-safe environments. This week, at the Consumer Electronics show, it’s launching a new technology designed to measure whether those ads are actually effective. Chief Marketing Officer Dan Slivjanovski told me that before this, marketers had to rely on “fast and simple tools” that are “proxies” for ad effectiveness things like clickthrough rate or viewable time or they had to wait until after the campaign to see whether it really worked. So CEO Wayne Gattinella (pictured above) said the DoubleVerify  team has spent the past two years looking at data that it was already collecting to find “metrics that best determine the predictors of how well the ad’s actually going to perform.” He added, “In most cases, the raw material was there, there was just not the business case to really invest in it.”

Spotlight

As “native” ads have become an increasingly effective way to engage users and generate revenue, we have also seen several recent developments towards creating standards for native ads. These include FTC guidance issued in December 2015 and DAA guidance for native ads. This webinar provides a synopsis of compliance guidelines and strategies.

Spotlight

As “native” ads have become an increasingly effective way to engage users and generate revenue, we have also seen several recent developments towards creating standards for native ads. These include FTC guidance issued in December 2015 and DAA guidance for native ads. This webinar provides a synopsis of compliance guidelines and strategies.

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ADVERTISER PLATFORMS

Backtracks Announces AI-Based Traffic Surge for Podcast Publishers

Backtracks, Inc. | September 15, 2021

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BRAND MARKETING

Simpli.fi Announces Social Display Ad Creation Capabilities Via Partnership with Spaceback

Simpli.fi | February 02, 2022

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MOBILE ADVERTISING

The Trade Desk Launches New Advertising Partnership with Xiaomi

The Trade Desk | October 23, 2021

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