Observed Signal · May 21, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 4/5 · Sentiment: Positive
DoubleVerify Adds Media Quality Measurement to LinkedIn Audience Network
DoubleVerify (DV) announced global post-bid media quality measurement across the LinkedIn Audience Network (LAN). The new capability enables independent measurement of invalid traffic (IVT), viewability, brand suitability and intended geography across LAN inventory, and provides site-level reporting to advertisers. DV also offers pre-bid avoidance controls via its Authentic Brand Suitability on LAN and positions the release as part of its Media AdVantage platform. LinkedIn says the Audience Network helps reach B2B decision-makers and cited internal data showing LAN campaigns deliver higher impressions and conversion rates versus feed-only campaigns. Executives from both companies framed the integration as improving transparency and advertiser confidence across LinkedIn’s extended publisher network.
Independent measurement across LinkedIn's Audience Network improves transparency and verification for advertisers on a major social platform; impacts media planning, brand safety controls and measurement practices across a significant B2B channel.
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Key Takeaways & Evidence Grounding
- DoubleVerify launched global post-bid media quality measurement across the LinkedIn Audience Network.
- DV's measurement covers invalid traffic (IVT), viewability, brand suitability and intended geography.
- DV offers pre-bid avoidance controls via DV Authentic Brand Suitability on the LinkedIn Audience Network.
- The capability is part of DoubleVerify's Media AdVantage Platform and delivers site-level reporting for advertisers.
- LinkedIn internal data (August 2025) cited in the announcement: LAN campaigns deliver 3.9x more monthly impressions and 66% higher conversion rates versus LinkedIn feed-only campaigns.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DoubleVerify Enhances Measurement for Microsoft Advertising Campaigns
DoubleVerify announced an expansion of its integration with Microsoft Advertising to provide additional measurement coverage for Audience ads across Microsoft properties and publisher partners, including in-market audiences. The expansion enables advertisers to authenticate media quality across Microsoft’s premium inventory and to access more transparency and efficiency in campaigns. Concurrently, DoubleVerify launched DV Campaign Automator to streamline campaign trafficking for Audience ads—covering display, native, and video ads powered by Microsoft AI and data. The integration now spans Microsoft properties such as MSN, Outlook, and Microsoft Casual Games, and extends to third-party publishers through Audience ads. DV’s suite includes brand suitability, viewability, and invalid traffic verification, and is supported by the DV Pinnacle analytics platform and the DV MAP framework for full-spectrum media effectiveness. Quotes from Mark Zagorski, CEO of DoubleVerify, and Danielle McMeekin, VP of Global Performance Sales at Microsoft Advertising, underscore the collaboration and intent to deliver greater transparency and performance.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
Olyzon Launches Agentic Orchestration Platform for Advertising
Olyzon, an agentic orchestration platform for advertising, has launched its technology live in market, optimizing real advertising campaigns. The platform enables agencies and brands to orchestrate media budgets across CTV, YouTube, social, digital audio, and DOOH from a single interface, integrating with existing DSPs, SSPs, and measurement partners. It is positioned as a working example of a Unified Media Platform (UMP), connecting systems that previously operated in silos. Key integrations include Amazon DSP, DV360, The Trade Desk, Yahoo DSP, Universal Ads, Vibe, Spotify, PubMatic, Swivel.ai, DoubleVerify, Xpln, Lucid, and Innovid. The launch was announced at Advertising Week New York.
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