DoubleVerify
Adtech platform for media quality, measurement and optimisation.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- DoubleVerify Holdings, Inc.
- Entity type
- COMPANY
- Founded
- 2008
- Headquarters
- United States
- Company size
- 1,001–5,000
- Market role
- AdTech Vendor
- Ticker
- DV
- Official website
- doubleverify.com
What DoubleVerify does
DoubleVerify operates a B2B adtech software model. It embeds verification, measurement and optimisation capabilities into digital advertising workflows used by brands, agencies, publishers and supply-side partners. The company creates value by analysing very large volumes of ad transactions, identifying fraud and unsuitable inventory, measuring effectiveness and feeding those signals into activation and optimisation products. Revenue scales with customer adoption, media volume and use of higher-value analytics and optimisation modules.
Category differentiation
DoubleVerify is not a DSP, publisher or media agency. It is an independent adtech software provider focused on verification, advertising quality, measurement, contextual targeting and optimisation across third-party media environments.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
DoubleVerify is a public adtech company that provides software for media quality verification, fraud detection, brand suitability, contextual targeting, campaign measurement and AI-driven optimisation. Its products are used by advertisers, agencies, publishers, SSPs and marketplaces to assess inventory quality, improve campaign performance and measure outcomes across channels including web, social, CTV and retail media. The company generates revenue primarily through SaaS-like and usage-based fees tied to media transactions, impressions measured and platform access. Its business has expanded from verification into broader media effectiveness and outcome measurement, including attribution, incrementality and marketing mix modelling through DV Rockerbox, and algorithmic bidding through DV Scibids AI.
Company news briefing
Briefing updated:
As DoubleVerify progresses toward its definitive USD 2.15 billion acquisition by Nielsen to be taken private under CEO Mark Zagorski, the company continues to expand its product ecosystem and measurement capabilities. Recent strategic updates include launching the natural-language media intelligence tool Ask Neura, piloting brand suitability controls with OpenAI, highlighting ongoing connected TV fraud risks, and tracking low-quality AI-generated content.
Business model & monetisation
DoubleVerify monetises mainly through usage-based software fees linked to the volume of media transactions and impressions measured, commonly on a CPM-style basis. It supplements this with platform access and subscription-style fees for its verification, analytics and workflow products, plus premium pricing for advanced optimisation, contextual targeting and performance measurement modules such as attribution, MMM and incrementality. This produces a mix of recurring contracted revenue and variable revenue that grows with customer media spend.
- Media verification and advertising quality measurement
- Usage-based SaaS priced against measured impressions or media volume
- Measurement and analytics platform access
- Subscription-style software access and contracted platform fees
- AI optimisation and bidding products
- Premium software fees tied to activation and performance workflows
- Contextual targeting
- Targeting data and activation fees within programmatic workflows
- Advanced outcome measurement including attribution, MMM and incrementality
- Premium analytics software modules
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
DoubleVerify Inc.
IAB vendor record: 126
- Cookies declared
- No
- Non-cookie access declared
- No
- Declared special purpose IDs
- 1, 2, 3
Products & market categories
Competitors & alternatives
- Comscore
Cross-platform media measurement, audience analytics and advertising validation provider.
- Integral Ad Science
Adtech platform for media quality measurement and verification.
Side-by-side comparisons
Subsidiaries & acquisitions
- Rockerbox
Marketing measurement software for attribution, MMM and incrementality testing.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
OpenAI Pilots Brand Suitability Controls with DoubleVerify and IAS
Brand Safety · Recorded impact score: 4/5
OpenAI announced during Advertising Week New York that it is piloting brand suitability controls with DoubleVerify (DV) and Integral Ad Science (IAS). The two verification firms will independently assess how OpenAI applies its brand safety standards in a controlled testing environment, without accessing private user conversations. This move aims to provide advertisers with greater transparency and follows a trend of platforms seeking third-party verification to build trust with buyers. ChatGPT reportedly reaches 1.2 billion users weekly. OpenAI is also testing a larger, image-led ad format and expanding its measurement partners.
- OpenAI announced a pilot of brand suitability controls with DoubleVerify and IAS during Advertising Week New York.
- The pilot involves independent assessment of OpenAI's brand safety safeguards in a controlled testing environment.
DV launches ChatGPT ad attribution and brand suitability
AI & Advertising · Recorded impact score: 4/5
DoubleVerify (DV) announced the launch of attribution measurement for ChatGPT Ads, enabling advertisers to incorporate ChatGPT as a touchpoint in the customer journey and measure its impact on conversions and return on ad spend (ROAS). In addition, DV and OpenAI are developing a brand suitability evaluation pilot for conversational advertising, allowing advertisers to assess brand risk and suitability in a controlled environment without accessing private conversations. Early results with Weight Watchers showed ChatGPT Ads achieved a cost per acquisition 15.3% below their established benchmark. These capabilities are part of the DV Media AdVantage Platform (DV MAP™), which also includes media verification, AI-powered optimization via DV Scibids AI™, and outcomes measurement through DV Rockerbox™.
- DoubleVerify launched attribution measurement for ChatGPT Ads via DV Rockerbox™.
- DV and OpenAI are developing a brand suitability evaluation pilot for conversational advertising.
Agentic AI in Action: How DV and Eberjey Built a Smarter Marketing Workflow
Recorded impact score: 2/5
New blog post published on Sep 29, 2026, detailing a collaboration between DoubleVerify and Eberjey to build a smarter marketing workflow using agentic AI.
DoubleVerify Launches Ask Neura Conversational AI for Media Intelligence
AI / Conversational AI · Recorded impact score: 3/5
DoubleVerify (DV) announced the launch of Ask Neura, a conversational AI feature integrated into its DV Pinnacle platform. This enables advertisers and agencies to query DV's media quality and performance data using natural language, covering metrics like fraud/invalid traffic, brand suitability, viewability, and attention. Ask Neura provides instant explanations for data shifts, summaries, and directs users to relevant dashboards. It expands DV's conversational AI strategy, following a January introduction within DV Authentic Streaming TV. DV also supports third-party conversational AI tools, such as Anthropic Claude, via the Model Context Protocol (MCP). The feature is powered by the DV Neura cognitive engine. Additionally, DV introduced the Neura Activation Agent, which will autonomously execute campaign changes within set guardrails, expected in the coming months.
- DoubleVerify launched Ask Neura, a conversational AI experience within DV Pinnacle, enabling natural-language queries on media quality data.
- Ask Neura covers fraud/IVT, brand suitability, viewability, geographic alignment, and attention metrics.
DoubleVerify Data: AI Slop Hits 500M+ Impressions in First Half of 2026
AI Content Quality · Recorded impact score: 4/5
DoubleVerify (DV) detected more than half a billion impressions of low-quality AI-generated content ('AI slop') during the first half of 2026. The data, part of DV's Global Insights report, highlights the scale and variety of AI slop across the internet, with top categories in EMEA including travel, technology, violence, sports, and vehicle disasters. Nearly half of UK consumers (48%) say seeing a brand alongside low-quality AI-generated content would negatively impact their perception. DV also uncovered a network of over 200 AI slop domains where AI prompts were left in the site code. The findings underscore the need for advertisers to identify and avoid such content to protect brand safety and reduce the financial incentive for its creation.
- DoubleVerify detected over 500 million impressions of low-quality AI-generated content in H1 2026.
- Top AI slop categories in EMEA include travel, technology/computing, violence, sports, and vehicle disasters.
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Questions about DoubleVerify
What is DoubleVerify?
DoubleVerify is a public adtech company that provides media verification, fraud detection, brand suitability, contextual targeting, measurement and optimisation software for digital advertising.
Who uses DoubleVerify?
Its main customers are enterprise advertisers, agencies, programmatic trading teams, publishers, SSPs, exchanges and marketplace operators.
How does DoubleVerify make money?
It primarily earns revenue from usage-based software fees tied to media volume and impressions measured, alongside platform and premium module fees for analytics, optimisation and advanced measurement.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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