AD NETWORKS
Business Wire | March 27, 2023
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced that DV’s measurement solutions are now available for all Netflix advertisers. With this release, Netflix advertisers can ensure that their video ads are safe from fraud and invalid traffic (“IVT”) and are fully viewable by real people.
“Netflix is one of the world's largest streaming services and we are excited that our industry-leading solutions are now widely available for their advertisers,” said Mark Zagorski, CEO of DoubleVerify. “Our partnership ensures that campaigns on Netflix fulfill essential quality standards that drive optimal outcomes. At DoubleVerify, we are committed to delivering innovative, accredited, and independent quality measurement products that maximize advertising performance. We continue to expand our unmatched coverage across CTV platforms like Netflix, and wherever advertisers engage consumers of premium video."
DV is one of the few measurement providers selected to extend coverage to Netflix. With DV’s quality measurement technology, advertisers benefit from:
Fraud Protection: DV identifies and protects advertisers against fraud and IVT from hijacked devices to bot manipulation.
Viewability Measurement: DV provides comprehensive viewability authentication, offering clarity into whether an ad has the opportunity to be seen.
DV sets itself apart in the CTV category, with cutting-edge solutions that cover all CTV inventory, from pre-bid avoidance to post-bid monitoring. DV allows advertisers to compare media quality and performance consistently, ensuring that their advertising budget is efficiently and effectively delivered across all screens and devices. This unlocks measurement parity and provides advertisers with a high level of confidence in CTV advertising.
For more information about DoubleVerify, visit http://www.doubleverify.com.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.
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ADVERTISER PLATFORMS
Business Wire | April 20, 2023
Reach more TV households in primetime than you can find on the average program airing on a top-five cable network* — that’s a first from Roku, Inc. (Nasdaq: ROKU) with its new Primetime Reach Guarantee ahead of the TV Upfronts.
Marketers have long valued TV advertising for its ability to reach large audiences quickly. Today, brands are shifting advertising spend to TV streaming to follow the consumer. According to eMarketer, the daily average time spent with TV streaming devices by U.S. adults increased by 25 percent in the past two years. However, advertisers have lacked assurance that their TV streaming campaigns will accumulate audiences quickly during key brand moments, such as holiday shopping weekends and big product launches.
Now, Primetime Reach Guarantee brings a key benefit of cable advertising to TV streaming advertising. To get started, marketers choose a primetime date. Roku then prioritizes delivery to unique households across The Roku Channel and the additional top 100 channels on the platform.
In a pilot with one financial services brand, Roku reached more TV households during the one-day flight during primetime (8:00-11:00 PM locally) than an average program on a top-five cable network. Total household reach was 15% greater with Roku, helping the brand reach more prospective account holders during a key moment.
“This is a best-of-both-worlds solution to make brands unmissable,” said Kristina Shepard, Co-Head of US Brand Sales, Roku. “TV streaming has long brought precision and measurement to the largest screen in the home. Now, marketers can launch campaigns knowing they will deliver meaningful reach and impact quickly, too.”
This first-of-its-kind offering from Roku is available to buy directly from Roku, including programmatically through OneView. Roku is uniquely positioned to use tech, data, and machine learning to maximize reach and manage frequency. As the #1 TV streaming platform in the U.S., Canada, and Mexico**, Roku brings the scale that marketers have appreciated in cable to the streaming era with 70 million active accounts.
To learn more about Primetime Reach Guarantees, please visit our blog.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
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ADVERTISER PLATFORMS
Business Wire | May 02, 2023
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its “Post-Cookie Questions: The Evolution of Advertising Strategies and Sentiments.” This second report in DV’s ‘Post-Cookie Questions’ research examines the evolution of cookie deprecation strategies, the shift towards user privacy and its impact on digital advertising. The first report, which was released in early 2022, evaluated the impact of industry changes in their business models and forward-looking strategies.
Conducted in February 2023, across four global markets (U.S., LATAM, APAC & EMEA), the latest report polled over 800 respondents with a wide breadth of industry backgrounds – from media buyers and ad operations to senior decision-makers on both sides of the industry.
Key findings of the report include:
Cookie Depreciation Concerns Remain High, But Lessen Year-Over-Year
Overall publisher concern about the impact of cookie deprecation on their business remains consistent year-over-year, with 60% of publisher respondents indicating they were either “very concerned” or “moderately concerned.” However, those who stated “very concerned” decreased year-over-year by one-quarter (25%). Advertisers indicated that “multiple browsers phasing out third-party cookies” was their primary concern amidst recent privacy changes. Only 24% of the surveyed publishers stated they currently had a post-cookie solution in place. The remaining respondents were either still testing or hadn’t yet begun the process.
Publisher Revenue Expectations and Audience Reach Are Top of Mind
With third-party cookie deprecation and other privacy-related changes, 48% of publisher respondents in 2023 anticipate cookie deprecation having a positive impact on their company’s revenue. This is a decrease from the 64% of respondents who answered the same in 2022.
On the advertising side, 31% of advertisers indicated that their ability to target audiences effectively was among their greatest concerns in a cookieless future. Meanwhile, nearly 50% of publishers believed that making data accessible in open-market environments will be one of the biggest challenges with relying on first-party and contextual data.
When it comes to first-party data offering and strategies, both publishers and brands vie for supremacy. Nearly half of all advertisers surveyed cited their own first-party data activation as the cookie-independent solution that holds the most promise. Meanwhile, nearly half of all publishers stated the same for their own first-party data activation, highlighting the misalignment.
Publishers and Advertisers Agree that Contextual and Attention Measurement Are Top Priorities
As publishers and advertisers try to balance delivery and scale, contextual solutions and capabilities are top priorities. 96% of publishers surveyed say that contextual advertising capabilities will be important for their businesses in 2023, and 76% of them considered the quality of their contextual capabilities as “good” or “very good.”
For the advertisers, 94% of respondents stated they were planning to rely on contextual advertising for at least some of their buys in their 2023 media strategies, and 78% of them went on to state that the contextual advertising capabilities they’ve seen from publishers as “good” or “very good.”
“While interest in both contextual and attention-based advertising is on the rise, publishers must always consider what works best for their clients. Attention and contextual solutions represent new opportunities to measure performance in privacy-friendly ways,” said Steven Woolway, EVP of Business Development at DoubleVerify. “Our survey findings indicate that in a post-cookie future, both of these will play a role. In that pursuit, trusted third-party metrics can allow publishers and brands to speak a common language on these topics in the marketplace.”
Publishers and Brands Look to Align on Attention in 2023
Both brands and publishers pointed to attention’s potential as an advertising currency. Publishers have already started adapting, as 94% of publisher respondents have described attention-based capabilities as important to their business this year. On the buy side, advertisers also plan to rely on attention-based metrics (96%) in either most or some of their ad buys in 2023.
“The imminent deprecation of third-party tracking has publishers and advertisers looking for viable solutions and it seems that both sides are in agreement with contextual, attention and first-party data strategies,” added Woolway. “Opportunities are abundant for publishers and advertisers to align in new and impactful ways, and now is the time to cultivate direct partnerships and develop or refine capabilities.”
To learn more about DV’s efforts to equip both sides of the industry with tools and services to build trust and alignment between buyers and sellers, visit https://doubleverify.com/publishers/.
About DoubleVerify
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.
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