DoubleVerify vs Pixability

DV Research: 97% of Marketers Plan to Use AI, but Adoption Across Advertising Workflows Remains Uneven

DoubleVerify released new research showing that 97% of marketers plan to use AI, but adoption across advertising workflows remains uneven.

MarkApp: MENA Needs CTV Measurement, Verification Before Scale

In an interview ahead of ATS Dubai, Sotiris Oikonomou, managing director at MarkApp, argues that MENA's CTV market must not replicate US and European mistakes. He highlights that social video dominates MENA digital spend, with CTV growing but underdeveloped. Key concerns include the lack of household-level targeting, measurement, and verification, leading to inflated CPMs and unverified inventory. Oikonomou calls for industry-wide standards: declared supply paths, SupplyChain object usage, content metadata, and OM SDK compliance. He notes that CTV fraud in the US scaled 140% in Q1 2026, urging MENA to prioritize proof before scaling. IAB MENA is expected to release a household multiplier, and a language-based classification for Arabic content is needed. The market must educate both buyers and publishers to build trust and drive incremental growth.

• MarkApp's managing director Sotiris Oikonomou gave an interview ahead of ATS Dubai.
• MENA digital ad spend scaled ~18% year on year, with social media accounting for 60% of that growth.
• About 9% of users aged 18-34 in MENA use smart TV as first screen.

Global Study: Social Is Reshaping the Path to Purchase as Consumers Embrace Short-Form Video and Human Influencers

DoubleVerify (DV) released its 2026 Global Insights Report, 'Scroll, Stop, and Shop: Walled Garden Trends', based on surveys of 22,000 consumers and 2,020 marketers. The study shows social media is reshaping consumer purchase paths, with one in four consumers having bought via social media in the past year. Short-form video ads are the most effective format, prompting nearly 40% of consumers to click or buy. Influencers, particularly mega-influencers (influencing 49% of consumers' purchase decisions), play key roles. However, consumers are skeptical of AI-generated influencers, with nearly 40% reacting negatively. Marketers cite reaching the right audience as their biggest challenge, and regional differences are notable, with LATAM and APAC showing stronger social influence on purchasing.

• DoubleVerify's 2026 Global Insights Report, based on surveys of 22,000 consumers and 2,020 marketers, highlights social media as a direct purchase path.
• One in four consumers globally made a purchase via social media in the past year.
• Nearly 40% of consumers say short-form video ads prompt them to click or purchase.

Adelaide's AU Ecosystem Reaches 100 Partners

Adelaide's AU (Attention Unit) ecosystem has expanded to 100 partners, with the addition of Pixability, Sightly, Silverpush, and Cadent as the first members of a new video curation category. This expansion helps curators and their advertising clients assess, validate, and improve the quality of curated video inventory. The inclusion of these partners underscores the growing importance of attention measurement in video advertising, providing advertisers with tools to better understand and optimize campaign performance.

• Adelaide's AU ecosystem has reached 100 partners.
• Pixability, Sightly, Silverpush, and Cadent joined as first members of the video curation category.
• The expansion targets quality assessment and improvement of curated video inventory.

Pixability Launches New Solution to Help Advertisers Avoid AI Slop on YouTube

Pixability has launched a new solution to help advertisers avoid AI slop on YouTube, as covered by Digiday and AdExchanger.

Pixability Launches New Solution to Help Advertisers Avoid ‘AI Slop’ on YouTube

Powered by Pixie Agentic AI and Famous Birthdays Creator Verification Data, New Capability Helps Distinguish High-Quality Content and Verify Human Creators