Measurement and verification company DoubleVerify has launched a new digital video solution called Video Complete. Video Complete delivers campaign quality measurement and enhanced brand protection across video environments, including CTV, which has been a major focus for the company over the last year.
According to CEO Mark Zagorski: “With the emergence of CTV as an integral part of digital media buys, advertisers are demanding consistent metrics across all the screens where their ads run. DoubleVerify continues to lead the industry in providing the definitive standard for digital media quality across all video channels. Video Complete is the only solution that enables active protection for all video ads on any platform, even those where blocking generally isn’t available — most notably on CTV.”
Despite exploding demand among buyers, digital video remains a challenge. Inventory quality control is plagued with problems. Less than 40% of impressions are actually eligible for post-bid blocking, according to DV data. This challenge is most severe in CTV and mobile app, where measurement tools aren’t widely used and blocking isn’t possible.
DV says Video Complete is the ad industry’s “first and only solution” to offer three layers of protection, including pre-bid avoidance, post-bid blocking and video filtering. Video Filtering is a new tool letting advertisers reduce quality infractions and wasted spend across video environments and devices, including where blocking isn’t supported. Video Filtering, according to DoubleVerify, reduces the delivery of non-compliant inventory by 40% on average.
In a test of the technology, cybersecurity company NortonLifeLock saw a 96% reduction in non-compliant impressions on a number of campaigns in CTV, mobile and desktop.
“Given the gaps in post-bid blocking coverage for video advertising, we wanted to put in place proper protection measures across our digital video campaigns and CTV,” said Saquib Pasha, Senior Director, Digital Customer Acquisition at NortonLifeLock. “By leveraging DV’s Video Complete solution, we were able to substantially reduce non-compliant traffic, helping to improve the quality and performance of our video campaigns.”
This is another video-focused solution from DV. The company is fresh off of a $350 million capital raise, with a chunk of that likely to be used for more video product R&D. DV is developing a growing list of these products as advertiser interest and spend in video grows. As demand rises, solutions that power media quality and performance will be tablestakes.
