Finesse2tymes Reacts to Bone Thugs-N-Harmony
- The provided code snippet represents a JavaScript tag from doubleverify,a digital media measurement and analytics company. This tag is used for ad verification,fraud detection,and brand safety purposes within...
- DoubleVerify (DV) is a software company that provides digital media measurement and analytics.
- founded in 2008, DoubleVerify went public on the NASDAQ stock exchange in 2021, trading under the ticker symbol DV.
The provided code snippet represents a JavaScript tag from doubleverify,a digital media measurement and analytics company. This tag is used for ad verification,fraud detection,and brand safety purposes within online advertising ecosystems. The tag includes specific identifiers for a publisher and a DV tag ID.
DoubleVerify: Overview
Table of Contents
DoubleVerify (DV) is a software company that provides digital media measurement and analytics. It helps advertisers ensure their ads are seen by real people,are viewable,and appear in brand-safe environments. DV’s technology verifies ad placements across various platforms and devices.
founded in 2008, DoubleVerify went public on the NASDAQ stock exchange in 2021, trading under the ticker symbol DV. NASDAQ: DV.
Exmaple: In Q3 2023, DoubleVerify reported revenue of $77.3 million, a 25% increase year-over-year. DoubleVerify Q3 2023 Results
DV Tag Structure and Function
The provided JavaScript tag is a core component of DoubleVerify’s ad verification process.It’s embedded within a webpage to monitor ad impressions and collect data about the ad habitat. The tag uses specific parameters to identify the publisher and the ad campaign.
The parameters within the tag – `js&urls[]=https%3A%2F%2Fpub.doubleverify.com%2Fdvtag%2F29287203%2FDV1106009%2Fpub.js` – indicate the following:
- `js`: Specifies that this is a JavaScript tag.
- `urls[]`: Indicates a URL parameter containing the location of the DV tag script.
- `https://pub.doubleverify.com/dvtag/29287203/DV1106009/pub.js`: The actual URL of the doubleverify script.
- `29287203`: Publisher ID.
- `DV1106009`: DV Tag ID.
- `pub.js`: The script file name.
The `async defer` attributes ensure the script loads without blocking page rendering and executes after the HTML parsing is complete.
Ad Fraud and Brand Safety
Ad fraud and brand safety are critical concerns in digital advertising. Ad fraud refers to fraudulent impressions and clicks generated by bots or malicious actors, while brand safety involves protecting a brand’s reputation by ensuring ads don’t appear alongside inappropriate or harmful content.
DoubleVerify addresses these concerns by:
- Fraud Detection: Identifying and filtering out fraudulent traffic.
- Viewability Measurement: Determining whether an ad was actually seen by a user.
- Brand Safety: Categorizing content and blocking ads from appearing on sites with undesirable content.
Example: According to the IAB’s 2023 Ad Fraud Report, Connected TV (CTV) ad fraud is a growing concern, with estimated losses reaching $1.64 billion in 2023.
Osano Integration
The `data-osano=”ESSENTIAL”` attribute indicates that this DoubleVerify tag is categorized as essential by Osano, a consent management platform (CMP). Osano helps websites manage user consent for data collection and tracking, in compliance with privacy regulations like GDPR and CCPA.
By marking the tag as “ESSENTIAL,” the website operator is highly likely indicating that this tag is necessary for core functionality, such as ad verification, and might potentially be loaded even if a user doesn’t explicitly consent to all tracking technologies. Though, the specific implementation and legal justification for this categorization would depend on the website’s privacy policy and Osano configuration.
Example: osano provides tools for businesses to build and manage privacy notices and consent banners. Osano Privacy Center