[eMarketer] Netflix strikes measurement deal with DoubleVerify, Integral Ad Science

Netflix has announced that it’s bringing on DoubleVerify and Integral Ad Science as third-party measurement partners for its upcoming ad-supported tier, which is expected to launch sometime in November.

Though advertisers have pressured Netflix to launch an ad platform for years, there have been many concerns about the company’s rushed development plan—and about streaming measurement accuracy in general.

Third-party verifiers are especially important for Netflix, a newcomer to advertising that’s charging as much as $65 for CPMs (the cost per one thousand consumers reached).

According to eMarketer, in other markets like podcasting and CTVs, the CPM arms race has allowed fraud to creep in. Netflix’s new partnerships are an olive branch of transparency to advertisers, who may be worried by streaming’s higher-than-ever CPMs.

Read the full eMarketer article here

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