DoubleVerify, the leading software platform to verify media quality, optimise advertising performance and prove campaign outcomes, has announced the launch of new industry-first streaming TV offerings designed to give advertisers greater transparency, control, and efficiency across their streaming TV investments. 

In addition, DoubleVerify is leveraging unique, licensed IMDb data to fuel AI-driven classification of streaming content, with new capabilities planned to launch in early 2026. 

Advertisers are demanding stronger safeguards to ensure their campaigns are delivered in premium environments and avoid content that doesn’t align with their brand values. According to DV research, an estimated 15% of US programmatic direct, programmatic guaranteed (PG) and private marketplace (PMP) deals in CTV actually serve outside streaming video content—on environments such as gaming apps, music streaming services or other CTV utility apps—resulting in more than USD$1bn (£763.1m) in misplaced ad spend each quarter.

To address this issue, DV is launching several new products: Verified Streaming TV™ pre-bid segments and measurement and "Do Not Air" Automation. 

Verified streaming TV pre-bid segments and measurement. Powered by DV’s AI-driven content classification technology, this first-to-market capability helps advertisers verify that their campaigns run in premium streaming environments that deliver the quality and engagement of traditional TV.

With verified streaming TV, advertisers can:

• Align impressions with premium streaming TV player environments, leading programmatic platforms, including The Trade Desk, Teads, StackAdapt, Microsoft Invest, and Index Exchange
• Verify that ads appear in branded players alongside high-quality media—not extension networks––and measure the scale and quality of those placements
• Maximise media investments and prevent overspending on non-streaming TV inventory

"Do Not Air" Automation Via DV Authentic Brand Suitability^Ⓡ. Advertisers have long relied on "Do Not Air" lists—policies outlining where their ads should not appear—to meet regulatory, contractual, and brand alignment requirements. Historically, these lists were managed manually via spreadsheets and email, a process ill-suited for programmatic.

Integrated into DV’s Authentic Brand Suitability, an AI-powered pre-bid product that helps advertisers avoid unsuitable content before a bid is placed, "Do Not Air" Automation modernises this process with intelligent automation. The new capability automates list activation and enforcement across streaming environments.

With "Do Not Air" Automation, advertisers can:

• Eliminate manual list management while maintaining precise control over content alignment
• Curate streaming inventory leveraging DV normalised data across genres and maturity ratings
• Activate lists at the point of transaction using a single segment ID aligned with their DV Authentic Brand Suitability settings

Advertisers will have early access to "Do Not Air" Automation for programmatic open market and PMP buys through The Trade Desk, with more platforms to follow soon.

DV leverages IMDb data to enrich streaming contextual insights. DV is licensing comprehensive data and popularity insights from IMDb, the world's most popular and authoritative source for information on movies, TV shows, and celebrities, to enhance DV’s AI-powered analysis and classification of streaming TV content. By integrating unique IMDb data, including parents guides, meters, and ratings, DoubleVerify can deliver more granular and precise contextual insights to help global brands improve media quality, with new products slated to launch in early 2026.

DV’s Verified Streaming TV and "Do Not Air" Automation offerings are key components of DV’s Media AdVantage Platform, which combines AI-powered media verification, ad optimisation and campaign outcomes measurement to maximise media performance and return on ad spend. As part of media verification, these products help advertisers better align with professionally produced TV content across devices.

DoubleVerify

DoubleVerify is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transpare...

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