• by Wayne Friedman , March 12, 2024

NBCUniversal has struck a brand-safety deal with DoubleVerify that identifies show-level content to measure "suitability" at a granular level across devices, including on connected TV platforms.

The new effort will analyze campaign performance using new metrics, and will utilize AI technology from digital media measurement, data and analytics company DoubleVerify -- including measurement of objects and people on the screen, video dialogue, music, as well as text from metadata, captions, and transcriptions.

“We’ll be able to offer our advertising partners a new level of transparency against these metrics and more, with granularity down to the program level,” says Dominick Vangeli, senior vice president, general manager of advanced advertising and partnerships, NBCUniversal, in a release.

The effort also includes brand safety measurement on streaming platforms.

“With this expanded partnership, advertisers will be able to maximize brand-equity protection and campaign performance across premium streaming media,” says Mark Zagorski, CEO of DoubleVerify. 

Last month, DoubleVerify and Roku uncovered a connected TV ad fraud scheme that has been siphoning an estimated $7.5 million per month from advertisers, which the companies claim is one largest fraud schemes they have seen.