Death, taxes, and DoubleVerify integrations.
To that end, yesterday, DoubleVerify and Microsoft announced an expanded technical integration for ad authentication across Microsoft’s properties. Previously, DV had access to MSN and Microsoft’s third-party network. The new integration extends that coverage to Microsoft’s broader ad platform, including inventory from Bing, Outlook, and Casual Games.
The update also allows DV to measure media quality—covering ad suitability, fraud, and viewability—for Microsoft’s In-market Audience campaigns. These curated audience segments are built using Microsoft’s search and engagement data to identify users showing purchase intent within specific categories.
DV also introduced a new tool called DV Campaign Automator for Microsoft advertisers. The tool streamlines campaign creation, settings adjustments, tag management, billing, and reporting—reducing manual work for brands and agencies. A recent DV study found that agencies spend 26% of their time—over 10 hours per week—on manual optimization tasks, so any automation improvements are welcome.
Why This Matters:
There’s a dual benefit here. The expanded integration gives Microsoft advertisers consistent verification and quality measurement across Microsoft’s full ad ecosystem, from search to display. It also adds transparency to In-market Audience campaigns, helping brands better understand where their ads appear and how they perform. In essence, these audiences are now double-qualified—first by Microsoft’s behavioral intent data, and now by DV’s media quality verification.
For DoubleVerify, the expansion strengthens its footprint across one of the largest digital ecosystems, giving its customers broader coverage and feeding more data into its AI-driven verification and optimization models—a key part of DV’s long-term differentiation story.
It’s also been a busy week for DoubleVerify. Along with IAS, the company announced the wide availability of its post-bid brand suitability measurement for Meta’s Threads feed, following a test period that began about a month ago.
Experts React:
Danielle McMeekin, VP of Global Performance Sales at Microsoft Advertising, commented on the integration between Microsoft and DoubleVerify:
“The extension of our integration with DoubleVerify, which includes enhanced third-party measurement and new trafficking capabilities, allows us to deliver additional insights to our shared clients for more successful campaigns. By integrating DoubleVerify’s capabilities, our clients benefit from a high level of transparency and effectiveness in their digital advertising.”
Our Take:
This is a meaningful expansion for DV. The Microsoft tie-in reinforces DV’s positioning as the verification backbone for large, closed ecosystems. Also, the more platforms DV touches, the stronger its AI models and data network become. In an adtech world increasingly shaped by AI-driven decisioning, that coverage = data, which is the real moat.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. DoubleVerify is a Mod Op client.
