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- The provided code snippet references a JavaScript file from DoubleVerify (DV),a company specializing in digital advertising verification.
- DoubleVerify is a software company that provides digital advertising verification and analytics solutions.
- DV's services cover multiple areas, including fraud detection, brand suitability, and viewability measurement.
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The provided code snippet references a JavaScript file from DoubleVerify (DV),a company specializing in digital advertising verification. This technology aims to ensure ad quality, brand safety, and openness in online advertising ecosystems.
DoubleVerify (DV): Core Functionality
Table of Contents
DoubleVerify is a software company that provides digital advertising verification and analytics solutions. Its technology helps advertisers and publishers mitigate risk and improve the performance of their digital campaigns by identifying and blocking fraudulent traffic, ensuring brand safety, and verifying viewability.
DV’s services cover multiple areas, including fraud detection, brand suitability, and viewability measurement. They operate globally, serving a wide range of clients in the advertising and publishing industries.
Example: In Q3 2023,DoubleVerify reported a 25% year-over-year increase in revenue,demonstrating the growing demand for ad verification services. Source: DoubleVerify investor Relations
Fraud Protection
Digital advertising fraud encompasses various deceptive practices designed to generate illegitimate revenue from online ads. DoubleVerify’s fraud protection solutions identify and block fraudulent traffic sources, such as botnets and malicious websites, preventing advertisers from paying for impressions that never reach real users.
DV employs multiple layers of fraud detection, including pre-bid filtering, real-time monitoring, and post-campaign analysis. They continuously update their algorithms to stay ahead of evolving fraud techniques.
Evidence: According to the Interactive Advertising Bureau (IAB), ad fraud costs advertisers billions of dollars annually, highlighting the importance of robust fraud protection measures.
Brand Safety
Brand safety refers to the practice of protecting a brand’s reputation by ensuring its advertisements do not appear alongside inappropriate or harmful content. DoubleVerify’s brand safety solutions categorize web pages and apps based on content risk, allowing advertisers to block ads from appearing on sites that contain offensive, illegal, or controversial material.
DV’s brand safety filters cover a wide range of categories, including hate speech, violence, adult content, and misinformation. They also offer custom brand safety rules tailored to specific advertiser requirements.
Example: In 2022, several major brands paused advertising on X (formerly Twitter) due to concerns about brand safety following changes in content moderation policies. Source: Reuters This illustrates the potential impact of brand safety issues on advertising campaigns.
viewability measurement
Viewability measures the percentage of ad impressions that are actually seen by users. DoubleVerify’s viewability measurement solutions track whether an ad was displayed on a screen, within view for a specified duration, and with a certain percentage of pixels in view.
Advertisers use viewability data to assess the effectiveness of their campaigns and optimize ad placements for maximum exposure. Industry standards,such as the Media Rating Council (MRC) viewability definition, provide guidelines for measuring viewability.
Statistic: The MRC defines a viewable ad impression as one where at least 50% of the ad’s pixels are in view for at least one second for display ads.Source: Media Rating Council
Company Data
DoubleVerify was founded in 2008 and is headquartered in New York City. the company is publicly traded on the NASDAQ stock exchange under the ticker symbol “DV.” Mark Zagorski is the current Chief Executive Officer (CEO) of DoubleVerify as of January 27, 2024.