In addition, DoubleVerify is expanding its pre-bid targeting integration partnerships with ad tech firms The Trade Desk and Turn. DoubleVerify said that The Trade Desk has activated what it calls “browser-based bot fraud avoidance targeting” in addition to its existing use of the firm’s “pre-bid IQ targeting options.”.Turn has integrated “video viewability targeting” as part of its platform-wide integration with DoubleVerify to block fraud and sophisticated invalid traffic (SIVT) from programmatic buying.
“Working with large media buyers like MediaMath, The Trade Desk, and Turn allows our solutions to have a greater impact on the overall programmatic ecosystem,” Matt McLaughlin, DoubleVerify’s COO, told Real-Time Daily via email. “These partnerships are a testament to the pressure that brand marketers are putting on media buyers to provide high-quality inventory and confirm that an ad bought is an ad seen.”
McLaughlin said brand marketers are trying to get ahead of ad fraud and invalid traffic, instead of being reactive to it.
DoubleVerify aims to address the ad fraud issue head on by authenticating the quality of digital media before bids are placed. DoubleVerify’s pre-bid targeting data segments are designed to help buyers target high quality impressions by avoiding fraudulent, non-brand safe impressions before media dollars are spent. At the same time, the product seeks to zero in on the most highly viewable ad inventory for display and video campaigns.