Video

DoubleVerify unveils AI-powered solution for video advertising optimization

AI-driven tool combines media quality controls with performance optimization for proprietary video platforms.

Luis Rijo

Jun 15, 2025 • 5 min read

DoubleVerify announced on June 11, 2025, the launch of DV Authentic AdVantage, an artificial intelligence-powered solution that merges media quality verification with campaign optimization for walled garden advertising environments. The software platform, which trades on the New York Stock Exchange under ticker DV, positions this as the industry's first integrated offering targeting proprietary video platforms.

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According to DoubleVerify, the solution addresses longstanding challenges marketers face when advertising across premium video content from creators. Traditional advertising approaches force brands to choose between reach and media quality while managing cost per mille pressures. DV Authentic AdVantage eliminates this compromise by combining verification and optimization capabilities within a single platform.

Mark Zagorski, CEO of DoubleVerify, emphasized the solution's strategic importance during the announcement. According to the company statement, the offering "helps brands boost spend efficiency, scale reach, and achieve breakthrough performance across walled gardens." The solution launches initially across proprietary video platforms, with plans for broader platform integration following this initial deployment.

Summary

Who: DoubleVerify, a publicly traded advertising verification company (NYSE: DV), led by CEO Mark Zagorski

What: Launch of DV Authentic AdVantage, an AI-powered solution combining media quality verification with campaign optimization for proprietary video platforms

When: Announced June 11, 2025, with initial availability across proprietary video platforms

Where: Targeting walled garden advertising environments, initially focusing on proprietary video platforms with broader platform integration planned

Why: To address marketer challenges choosing between reach, media quality, and cost efficiency in closed advertising environments while positioning DoubleVerify as a comprehensive media effectiveness platform rather than solely a verification provider

Technical architecture leverages unified framework

The new solution operates within DV Media AdVantage Platform, a framework designed to harness DoubleVerify's verification, optimization, and measurement capabilities. This platform represents a significant technical integration following the company's recent acquisitions of complementary technologies.

DV MAP structures its functionality around three core components. The verification pillar protects brand equity through media quality controls including fraud detection, viewability assessment, brand suitability analysis, attention measurement, and contextual evaluation across all media transactions and formats. The optimization component drives cost efficiencies through real-time, AI-powered campaign adjustments leveraging DV Scibids AI technology. The measurement pillar demonstrates campaign impact through outcome analysis powered by DV Rockerbox, providing data-driven insights for future planning and optimization strategies.

According to DoubleVerify's technical specifications, DV Scibids AI processes impression-level data including pricing information, first-party data inputs, and trusted third-party measurement signals. The artificial intelligence system dynamically generates custom bidding algorithms aligned to individual brand campaign key performance indicators.

Strategic acquisitions enable integrated capabilities

DoubleVerify's current offering builds on strategic technology acquisitions completed over the past two years. The company acquired Scibids in 2023 to integrate AI-powered campaign optimization directly into its platform offerings. This acquisition brought impression-level bidding optimization capabilities that form the foundation of the current DV Authentic AdVantage solution.

Earlier in 2025, DoubleVerify completed its acquisition of Rockerbox for $85 million. The unified marketing measurement platform provides Multi-Touch Attribution, Marketing Mix Modeling, and Incrementality Testing solutions. These capabilities enable brands to measure campaign effectiveness and optimize future strategies through outcomes data analysis.

Zagorski stated that the DV Media AdVantage Platform "delivers on the synergy of our core verification capabilities and recently acquired technologies." The integration brings trusted data verification, AI-powered optimization, and campaign outcome measurement under a unified platform architecture.

Advertising industry faces verification challenges

The launch occurs amid broader industry scrutiny of verification providers and their effectiveness. DoubleVerify recently faced a class action lawsuit alleging systematic fraud detection failures, with research indicating that at least 40 percent of web traffic consists of fake users or computerized bots. These findings contradict public statements from verification companies about their detection capabilities.

Industry analysis reveals fundamental technical constraints affecting verification companies operating in closed platform environments. According to lawsuit documents, verification technology faces limitations when platforms restrict access to critical user information necessary for bot detection. These constraints particularly impact effectiveness on platforms like Meta and Amazon, where native tools compete directly with third-party verification services.

The digital advertising verification sector confronts increasing scrutiny regarding measurement accuracy and detection capabilities. Recent industry analysis revealed significant challenges in bot detection and fraud prevention across major verification platforms, emphasizing the importance of robust measurement partnerships between verification providers and advertising platforms.

Walled garden advertising presents unique challenges

Proprietary video platforms operate as closed ecosystems where traditional verification approaches face technical limitations. Unlike open programmatic exchanges, walled gardens restrict third-party access to impression data, user behavior signals, and placement contexts that verification providers typically require for comprehensive analysis.

According to industry reports, advertisers increasingly shift spending from open exchanges to closed platforms where verification companies' technological capabilities face competition from native platform tools. This migration creates revenue pressures for third-party verification providers while reducing advertiser visibility into campaign quality metrics.

The World Federation of Advertisers estimates that ad fraud exceeds $50 billion globally this year, making it the second-largest income source for organized crime after drug trafficking. This fraud predominantly occurs within environments where verification tools face access restrictions or technical limitations.

Market positioning reflects industry evolution

DV Authentic AdVantage represents DoubleVerify's strategic transformation from media verification provider to comprehensive media effectiveness platform. This evolution responds to growing demand for transparency, efficiency, and accountability in digital advertising environments where traditional verification approaches face technical constraints.

The company's recent partnership announcements demonstrate broader platform integration efforts. DoubleVerify announced collaboration with Lyft for advertising authentication services across North American markets, enabling comprehensive campaign quality measurement through specialized verification capabilities.

The verification provider also expanded its platform-specific offerings to include Reddit advertising measurement, providing fraud detection, viewability measurement, and geographic delivery verification across all Reddit ad formats. These partnerships indicate systematic efforts to address measurement challenges across diverse platform environments.

Financial projections assume strategic success

DoubleVerify provided cautious financial guidance for 2025, projecting approximately 10 percent revenue growth with adjusted EBITDA margins around 32 percent. These projections assume successful resolution of customer challenges and adaptation to closed platform advertising environments.

The company's strategic initiatives include expanding into mid-market and direct response advertiser segments previously untapped by DoubleVerify's offerings. According to Zagorski, the Rockerbox acquisition helps "expand our core value proposition into mid-market, direct response advertisers, a previously untapped segment for DV."

DoubleVerify recently launched carbon tracking capabilities through partnership with Impact Plus, reflecting growing client and investor interest in environmental, social, and governance capabilities within advertising technology platforms.

Implementation timeline and market availability

Advertisers can access DV Authentic AdVantage capabilities through DV Pinnacle, DoubleVerify's unified service and analytics reporting platform. The integration allows marketers to monitor and optimize campaigns through a single interface, streamlining workflow and data analysis processes.

The solution initially launches across proprietary video platforms, with broader platform integration planned following this initial deployment phase. DoubleVerify has not disclosed specific timeline details for expanded platform availability or pricing structures for the new offering.

According to the company announcement, the solution provides three core benefits for advertisers. Brand equity protection ensures advertising aligns with brand-safe content, language preferences, and media quality standards tailored to specific brand requirements. Campaign performance maximization delivers automated bid adjustments and budget allocations powered by AI activation technology. Quality verification and performance measurement authenticate media quality while evaluating campaign success through detailed insights and reporting.

Industry implications for marketing professionals

The DV Authentic AdVantage launch reflects broader industry trends toward integrated advertising technology solutions that combine multiple capabilities within unified platforms. This consolidation responds to marketer demands for simplified workflows and comprehensive measurement across diverse advertising environments.

Marketing professionals increasingly prioritize vendors offering end-to-end solutions rather than point solutions requiring multiple integrations and data reconciliation processes. The advertising technology sector faces pressure to demonstrate clear return on investment while providing comprehensive measurement and optimization capabilities.

Connected TV advertising measurement represents a particular growth area, with research indicating that over one-third of advertising impressions are delivered in environments where advertisements play even when television sets are powered off. This technical challenge contributes to an estimated $1 billion in wasted advertising spend annually within the CTV market.

The verification industry faces fundamental questions about effectiveness and measurement accuracy as digital advertising environments become increasingly complex and restrictive. Whether integrated solutions like DV Authentic AdVantage can address these challenges while maintaining competitive positioning remains a critical question for the broader advertising technology sector.