DoubleVerify is going agentic.
The company today announced a new AI engine called DV Neura that will power both its in-platform and off-platform agentic capabilities. Two agents powered by DV Neura are being introduced: an Insight Agent and an Activation Agent. The Insight Agent is available now, while the Activation Agent is scheduled to launch in Q3.
More interestingly, DV Neura Insight Agent is available through Anthropic’s Claude and can be integrated into other AI assistants—DV specifically names Gemini and Copilot—through the Model Context Protocol (MCP).
Why This Matters:
Agentic AI is likely the future of the ad industry. If we’re being honest, there are too many point solutions, too many platforms, and too many dashboards. Agentic systems can help address that by serving as an “easy button,” making it simpler to query data, surface insights, and take action through AI assistants that operate wherever users already work. DV clearly understands that shift and is well positioned to capitalize on it given its dataset and integrations across the advertising ecosystem.
The launch also reflects a broader shift taking place across the industry. In a report released this week, McKinsey wrote that, in advertising, “the opportunity to stay relevant and keep growing revolves around serving as connective tissue across walled gardens and AI platforms.” The firm also noted that “organizations moving fastest are simplifying workflows, investing in interoperable measurement and data infrastructure.” DV Neura appears built for that reality.
Experts React:
Mark Zagorski, CEO of DV, had this to say about the news:
“Most of the innovation around agentic advertising remains trapped in silos, with AI-enabled features and point solutions disconnected from the broader advertiser opportunity and the core platform. DV Neura changes that by connecting DV’s AI-powered capabilities across our platform, from verification and content classification to performance optimization and outcomes measurement, while also enabling flexible, dynamic agentic workflows that connect insight with execution across the campaign lifecycle. We are helping define what agentic advertising should become: faster, smarter and built on transparency, trust and tangible results.”
Our Take:
Agentic often seems complicated, but a simpler way to think about it is as buttons or extensions. Today, if you want an insight from a platform, you typically have to log in, navigate a dashboard, run a report, interpret the results, and then take action somewhere else. Agents compress many of those steps into a single interaction.
In that sense, agentic AI may be less about replacing software and more about changing how software is accessed. The platforms, data, and workflows still exist. What’s changing is the interface.
AdTechRadar is owned by Chris Harihar, an EVP at Mod Op. DoubleVerify is a Mod Op client.
