Observed Signal · Nov 24, 2025 · Product Launch · Source: Adzine · Impact: 3/5 · Sentiment: Positive
Doubleverify Enhances Streaming TV Ad Transparency and Control
Doubleverify (DV) announced a set of new streaming-TV solutions aimed at boosting transparency, measurement, and control for advertisers in Connected TV (CTV). The flagship offering, Verified Streaming-TV Pre-Bid Segments and Measurement, relies on AI-based content classification to verify ad placements, identify non-standard environments, and quantify quality and reach across devices and platforms. Initially, the solutions will be available only in the United States. DV notes that roughly 15% of US CTV ad spend currently appears outside traditional streaming content, such as in gaming or music apps, motivating these tools. The company has forged partnerships with The Trade Desk, Teads, StackAdapt, Microsoft Invest, and Index Exchange to enable placement verification and cross-platform measurement. Additionally, DV plans to integrate licensed IMDb data to refine contextual insights, with new features slated for early 2026. A Do Not Air automation feature automates brand-safety blocking of environments advertisers want to avoid.
New streaming-TV measurement and quality solutions with AI-based classification, cross-platform verification, IMDb data integration; initial US availability; potential industry impact.
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Key Takeaways & Evidence Grounding
- Doubleverify announced new streaming-TV solutions to increase transparency and control in Connected TV (CTV) advertising.
- The core offering is 'Verified Streaming-TV Pre-Bid Segments and Measurement', using AI-based content classification to verify placements and measure quality and reach.
- Solutions are initially available only in the United States.
- DV partnered with The Trade Desk, Teads, StackAdapt, Microsoft Invest, and Index Exchange to verify placements across platforms.
- Licensed IMDb data will be integrated to improve contextual insights, with capabilities planned for early 2026; Do Not Air automation enhances brand safety by automating blocking of undesirable environments.
Connected Companies & Entities
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DoubleVerify Unveils Game-Changing Solutions for CTV Advertising
DoubleVerify announced the launch of industry-first streaming TV offerings aimed at increasing transparency, control, and efficiency in CTV advertising. The company will use licensed IMDb data to fuel AI-driven classification of streaming content, with new capabilities planned to roll out in early 2026. The launch includes Verified Streaming TV pre-bid segments and measurement, designed to ensure ads run in premium streaming environments and align with brand safety. It also introduces Do Not Air Automation, integrated with DV Authentic Brand Suitability, to automate activation and enforcement of pre-bid brand lists across streaming ecosystems. Early access is planned for programmatic open-market and PMP buys via The Trade Desk, with more platforms to follow. DV notes that about 15% of US programmatic CTV deals currently serve non-streaming video content, contributing over $1 billion in misplaced spend each quarter, a problem DV aims to address through its Media AdVantage Platform and IMDb-informed insights.
DoubleVerify company profile
DoubleVerify is a digital media measurement and analytics platform (parent: DoubleVerify Holdings) that offers authentication, brand safety, fraud mitigation and attention metrics, with specific capabilities for Connected TV (CTV) campaigns. The company is positioned as an ad verification and measurement vendor; its public website and newsroom are listed on the profile. State of Streaming's coverage references two recent items: the June 17, 2025 launch of an AI tool named 'DV Authentic' and a May 19, 2025 legal dispute regarding bot detection (the 'Adalytics' suit). The profile appears on the State of Streaming publisher directory as a company page summarizing DoubleVerify’s core services and recent coverage.
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