• by Laurie Sullivan  @lauriesullivan, August 26, 2020

DoubleVerify on Wednesday announced the launch of a new publisher division that will support product development, education, and relationships. 

The media authentication company historically focused on advertising, ensuring that ads are fraud-free and viewable.

This is the first step toward providing a “significant” focus on publishers, according to Matt McLaughlin, COO at DoubleVerify.

“Our focus is helping publishers track the ad quality of the impressions they sell to improve yield through automated delivery tools that help increase the playback of video ad impressions," McLaughlin said. 

He said this will help publishers ensure that they fill insertion orders without over delivering on promises. 

The 60-employee division has been two years in the making and helps publishers achieve the highest quality and yield from new hires and acquisitions within the past two years. Ad-Juster, which DoubleVerify acquired in 2019, has a publisher-focused product. It’s a SaaS-based reporting and analytics platform for digital publishers.

At the time of the acquisition, it served more than 110 publishers, including half of the top 100 comScore-ranked web publishers, according to DoubleVerify.

Prior to the acquisition of Ad-Juster, DoubleVerify ran a beta around the services with several undisclosed publishers. "It's something we invested in quite heavily in the past two years," McLaughlin said. 

DoubleVerify folded in the tools and processes from the Ad-Juster acquisition to create the publisher division.

Many of the challenges publishers are facing today revolve around complexities in the sales process.

Large publishers have a direct sales team and an advertising server delivering the ads and traffic, along with programmatic channels.

DoubleVerify will aggregate and benchmark all the data in the numerous systems. It aims to provide sales teams with insights on traffic acquisition and content production.