DoubleVerify expands tools for streaming ad control

DoubleVerify has introduced a suite of streaming TV tools designed to improve transparency, control and efficiency for advertisers. The company’s new offerings include Verified Streaming TV pre-bid segments and measurement, and Do Not Air Automation within its Authentic Brand Suitability platform. DoubleVerify is also incorporating licensed IMDb data to power AI-driven content classification, with further enhancements expected in early 2026.

The company’s research shows that about 15 percent of U.S. programmatic direct, programmatic guaranteed and Private Marketplace connected TV (CTV) deals actually serve outside streaming environments such as gaming or music apps. This misplacement represents more than one billion dollars in wasted ad spend each quarter.

Verified Streaming TV strengthens campaign control

Todd Randak, GM of CTV, DoubleVerify: “As streaming TV grows, advertisers are contending with new challenges—from opaque, resold inventory and questionable ad placements wasting billions in media spend, to a lack of automation that inhibits contextual alignment. Our new Streaming TV products directly address these pain points, giving advertisers the ability to verify media quality and maximize their investments across devices and platforms.”

Verified Streaming TV uses DoubleVerify’s AI-driven classification technology to confirm that campaigns appear in premium streaming environments. The solution enables advertisers to align impressions with top streaming platforms such as The Trade Desk, Teads, StackAdapt, Microsoft Invest and Index Exchange, while measuring both scale and media quality.

“Do Not Air” automation modernizes brand safeguards

The Do Not Air Automation feature replaces manual list management with intelligent automation, allowing advertisers to control where their ads appear across streaming services. Integrated into the DV Authentic Brand Suitability system, the tool automates the activation and enforcement of “Do Not Air” policies within programmatic environments.

Advertisers can now activate content restrictions directly at the transaction level, leveraging DoubleVerify’s standardized genre and maturity data. Early access will be available through The Trade Desk, with additional platforms to follow.

Dave Morgan, CEO of Simulmedia: “Transparency in streaming has never been more critical. Advertisers need proof that their dollars are going toward premium, TV-like inventory, not hidden resells or low-quality placements. Offerings like Verified Streaming TV give the market the clarity and control it’s been missing.”

IMDb data integration deepens contextual insights

DoubleVerify is licensing IMDb’s comprehensive film and TV metadata to improve its AI-driven contextual analysis of streaming content. The integration will enhance the platform’s ability to classify and assess media quality by leveraging IMDb’s data sets such as Parents Guides, Meters and Ratings.

David Goddard, SVP of Business Development, DoubleVerify: “As streaming TV continues to mature, the definition of media quality is becoming more sophisticated. We are excited to leverage data and insights from IMDb to enrich our AI-powered analysis with even more contextual signals.”

Nikki Santoro, CEO, IMDb: “IMDb licenses authoritative data and unique insights from our global audience of more than 250 million monthly visitors, powering content discovery and advanced analytics for businesses all over the world. We’re delighted that DoubleVerify has selected IMDb to power its new suite of products and help advertisers reach their target audiences.”

The Verified Streaming TV and Do Not Air Automation products form part of DoubleVerify’s Media AdVantage Platform, which combines verification, optimization and outcome measurement to improve campaign performance across connected devices.

www.doubleverify.com

Follow Marketing Report on LinkedIn