• by Tobi Elkin  @tobielkin, June 28, 2017

Innovid and DoubleVerify on Wednesday said they’ve launched a technology integration to enable real-time ad blocking in HTML5 environments.

The integration, enabled across both Flash and HTML inventory, aims to ensure that advertisers don’t experience a gap in verification measurement or ad blocking as publishers transition from Flash to HTML inventory.

That transition will start July 3, when Google will officially stop supporting Flash video ads running through DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick for Publishers or AdWords. 

The companies said the integration will enableInnovid to run DoubleVerify’s code on the page before or during the point of ad serving, which eliminates the need for double-wrapped tags. This is designed to reduce the risk of trafficking and errors, streamline the process, and save time.

Both companies are trying to address brand safety issues, offer cross-screen transparency and ensure better media quality.

The HTML5 video ad blocking solution is part of a large-scale integration between the two companies, which also includes ad blocking for Flash and verification measurement in both Flash and HTML5 environments.