DoubleVerify is eyeing ad-supported AI experiences—think chatbots and search—as a growth opportunity.
Speaking at the company’s Innovation Day at the New York Stock Exchange on Wednesday, CEO Mark Zagorski confirmed that DV is already “in conversations with those companies today,” referring to AI platforms exploring ad-based monetization strategies.
“Wherever ad dollars are going, we will be there,” Zagorski said. He added that the rationale behind these conversations is clear: “The one thing that hasn’t changed from media to media is advertisers’ demand for independent insight and independent verification.”
While some AI platforms, like OpenAI, have been quick to shun advertising, others—like Perplexity—have shown more interest in the opportunity.
Why This Matters:
Earlier this month, EMARKETER released an eye-popping report highlighting growing advertiser interest in AI-based ad experiences. According to the report, U.S. spend on AI-powered search advertising is expected to explode from just over $1 billion this year to nearly $26 billion by 2029. The increase is being driven by rapid consumer adoption of AI tech, the introduction of inventory opportunities, and a slowly developing ability to target users, capabilities that didn’t previously exist.
As the AI ad market expands, so does the need for vendors that can authenticate, measure, and validate performance.
Experts React:
In addition to confirming DV’s conversations with AI companies, Zagorski made an interesting comparison to Netflix.
“If you remember when Netflix—who was never going to sell ads—just like every AI platform says, ‘We’re never going to sell ads,’ right? I was on stage seven or eight years ago and said, ‘Netflix will sell ads in the next five years,’ and everyone thought I was crazy,” Zagorski recalled. “But the first thing they did before they sold ads was engage us, another verification company, and Nielsen—because they knew that to actually sell ads, they needed third-party verification and insights.”
He continued: “We believe the same pattern will play out with AI platforms that are going to be ad-supported. It’s an opportunity for us that we’re going to be leaning into pretty hard.”
Here are the full remarks via video:
DV also announced a new AI tool called Authentic AdVantage at its Innovation Day, while previewing new agentic AI tools and offerings.
Our Take:
The web is evolving—and adtech vendors have to evolve with it. If you’re a media-buying platform, it’s not enough to just offer open web display: you need to support CTV, audio, and, maybe soon, AI-powered experiences. The same applies to measurement. Everyone has to keep up.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. DoubleVerify is a Mod Op client.
