TECH NEWS | DoubleVerify optimizes viewability of CTVs

A fully on-screen pre-bid targeting, enabling connected TV advertisers to target inventory from sources that have received DV’s fully on-screen certification.

Source: DoubleVerify

Provider of digital marketing measurement software, data and analytics DoubleVerify (or DV) launches a Fully On-Screen (FOS) pre-bid targeting Connected TV (CTV) solution that enables advertisers to target inventory from sources that have received DV’s Fully On-Screen certification.

In 2020, DV established its FOS Certification offering, an MRC-accredited post-bid measurement solution. As part of the offering, DV tests and evaluates leading CTV devices and apps to ensure ads are only displayed 100% on-screen and when the TV screen is turned on.

The new solution provides post-bid measurement capabilities with pre-bid targeting, empowering programmatic advertisers to address CTV viewability challenges across the span of media transactions.

To date, DV Fully On-Screen pre-bid segments are available on Amobee, MediaMath and Xandr. In the future, the company aims to feature media-buying platform integration.

Worldwide, advertisers continue to shift budgets to CTV in order to cater to growing consumer traffic. Thus, the need to understand performance and measurability is increasingly important.

Another benchmark is viewability, a measure of whether or not an ad had a chance to be seen by a user (which is needed for visibility and viewer count)[1] , that has generally been assumed by CTV advertisers.

During a test, one in four top environments continued to play programming content including recording ad impressions after the television was turned off, according to DV.

DV said this issue termed “TV Off” happens when the TV screen is turned off but a CTV device or app remains on (and keeps playing).

“CTV commands some of the highest CPMs in digital advertising, which means brands expect that their ads deliver to engaged audiences while the TV set is on,” said Jack Smith, DoubleVerify chief product officer. “DV’s first-to-market solution to target fully on-screen impressions will help CTV advertisers maximize their media investments and drive real business outcomes.”

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