• by Ray Schultz , September 26, 2023

Outbrain and DoubleVerify (DV) have formed a partnership to bring DV Marketplace Suite's pre-bid tools for verifying brand suitability to Outbrain’s new branding platform Onyx.  

Onyx is designed to drive stronger brand impact from in-article video and display ads. Its campaigns across Outbrain’s premium publishing partners will now be backed by DV’s fraud monitoring and viewability measurement.

The goal is to “elevate the standards of premium advertising and provide advertisers and publishers with a trusted environment for their campaigns,” says Allen Baum, SVP of platform sales at DoubleVerify. 

According to the companies, DoubleVerify’s DV Marketplace Suite empowers the Onyx platform to: 

• Pre-qualify supply, preventing fraud transactions, and offering transparency into different types of fraud that include apps, sites, malware and bots
• Flag and remove unsafe inventory pre-bid using the brand safety standards of the Global Alliance for Responsible Media (GARM)
• Move advertisers away from poor-performing supply sources 
• Reduce post-bid blocking on fraudulent inventory

The arrangement will enable advertisers to “feel confident their Onyx campaigns only run in brand-suitable environments with verified and certified results by a globally-recognized third-party,” says Ayal Steiner, EVP of brand solutions, Outbrain.