DoubleVerify, a software platform for media measurement and data analytics, on Wednesday said it saw the volume of video impressions it measures increase by 56% from May 2020 through April 2021.
Revenue for the company in Q3 rose 36% to $83.1 million, compared with the year-ago quarter. The company claims DV Video Complete, one of its platforms, contributed to that jump in revenue.
The uptick, driven by connected television (CTV), DoubleVerify’s focus, signals a rapid change in media buying. It’s happening as advertisers shift budget to digital video, per the company. But changes also point to several challenges, such as higher risk for fraud and decline of brand reputations.
Along with the data, DoubleVerify released a guide for best practices that outlines ways to maximize video investments and take precautions to protect against fraud.
Some of the platforms contributing to the increase in revenue for the company include measurement and protection tools to help advertisers protect, monitor and optimize video campaigns on desktop, mobile and CTV.
DoubleVerify Video Complete, for example, aims to help minimize waste and optimize the highest quality inventory by measuring and protecting media quality across fraud, brand safety and suitability, viewability and in-geo targeting with three layers of protection.
There is pre-bid avoidance, which allows advertisers to avoid bidding on undesirable impressions due to fraud/SIVT and brand suitability concerns before a bid is placed. Or DoubleVerify Video Filtering, an MRC-accredited solution that works even when blocking is not supported by the company’s blocking tool.
DV ran multiple tests to evaluate the effectiveness of DV Video Complete against fraud/SIVT and brand suitability concerns and found that using its solution greatly reduced infractions across devices.
Today, inventory quality controls suffer from a number of gaps. Less than 40% of video impressions are eligible for post-bid blocking, according to DoubleVerify data. This challenge specifically hits CTV and mobile apps, where measurement technologies are not widely adopted and blocking isn’t possible.