DoubleVerify (DV), a leader in media quality and ad performance, announced new tools for streaming TV that give advertisers more transparency, control, and efficiency. The company is also utilizing IMDb data to power AI-driven content classification, with more advancement expected in 2026.
Advertisers want better protections to make sure their ads appear in premium spaces as well as to avoid content that doesn't match their brand values. DV research shows that about 15% of U.S. programmatic CTV deals end up running on non-streaming platforms like gaming apps or music services, wasting over USD 1 billion in ad spend every quarter.
To resolve this issue, DV is launching several new products: Verified Streaming TV pre-bid segments and measurement and “Do Not Air” Automation.
Users Can Use Verified Streaming TV with features like:
- Align impressions with premium streaming TV player environments across leading programmatic platforms, including The Trade Desk, Teads, StackAdapt, Microsoft Invest and Index Exchange
- Verify that ads appear in branded players alongside high-quality media—not extension networks––and measure the scale and quality of those placements
- Maximize media streaming investments and prevent overspending on non-streaming TV inventory
With “Do Not Air” Automation, advertisers can:
- Eliminate manual list management while maintaining precise control over content alignment
- Curate streaming inventory leveraging DV normalized data across genres and maturity ratings
- Activate lists at the point of transaction using a single segment ID aligned with their DV Authentic Brand Suitability settings
Executive Statement
According to Todd Randak, GM of CTV at DoubleVerify, as streaming TV grows, advertisings 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. Their 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.
