DoubleVerify, a software platform for media quality verification and ad performance optimization, has launched new streaming TV offerings designed to enhance transparency and efficiency for advertisers. Additionally, DoubleVerify is utilizing licensed IMDb data to power AI-driven classification of streaming content, with further capabilities anticipated in early 2026.
The initiative addresses a critical challenge in streaming advertising, where an estimated 15% of U.
S. programmatic direct, programmatic guaranteed (PG), and Private Marketplace (PMP) deals in CTV are reportedly served outside of actual streaming video content. These placements, often occurring in environments like gaming or music streaming applications, contribute to over $1 billion in misplaced ad spend quarterly, according to DoubleVerify research.
Todd Randak, GM of CTV at DoubleVerify, commented on the situation, stating that advertisers are navigating new complexities in the growing streaming TV market, including opaque inventory and a lack of automation for contextual alignment. He emphasized that the new products are designed to directly tackle these issues, enabling advertisers to verify media quality and optimize investments across various devices and platforms.
Among the new offerings is Verified Streaming TV™ for pre-bid segments and measurement. This technology uses DoubleVerify’s AI-driven content classification to ensure campaigns run in premium streaming environments that offer the quality and engagement associated with traditional television. Advertisers can align impressions with premium streaming TV player environments on platforms such as The Trade Desk, Teads, StackAdapt, Microsoft Invest, and Index Exchange, ensuring ads appear in branded players rather than extension networks. This also allows for measurement of placement scale and quality, helping to maximize media investments and prevent overspending on non-streaming TV inventory.
DoubleVerify has also introduced “Do Not Air” Automation, integrated into its DV Authentic Brand Suitability® product. Historically, advertisers managed “Do Not Air” lists—policies dictating where ads should not appear—through manual processes. This new automation modernizes the management of these lists with AI-powered enforcement across streaming environments. Advertisers can eliminate manual list management while maintaining precise control over content alignment, curating inventory using DoubleVerify’s normalized data on genres and maturity ratings. The system activates lists at the point of transaction using a single segment ID. Early access to “Do Not Air” Automation is available for programmatic open market and PMP buys via The Trade Desk, with plans for additional platforms to follow.
Dave Morgan, Founder and CEO of Simulmedia, underscored the importance of this development, noting that transparency in streaming is increasingly critical. He stated that advertisers require proof that their funds are directed toward premium, TV-like inventory, rather than hidden resells or low-quality placements, and that offerings like Verified Streaming TV provide needed clarity and control.
Furthermore, DoubleVerify is licensing comprehensive data and popularity insights from IMDb to enrich its AI-powered analysis and classification of streaming TV content. By integrating unique IMDb data, including Parents Guides, Meters, and Ratings, DoubleVerify aims to deliver more granular contextual insights to improve media quality for global brands, with new products slated for launch in early 2026.
David Goddard, SVP of Business Development at DoubleVerify, remarked that as streaming TV matures, the definition of media quality becomes more sophisticated, expressing enthusiasm for leveraging IMDb data to enhance AI-powered analysis with additional contextual signals. Nikki Santoro, CEO of IMDb, added that IMDb licenses authoritative data and unique insights to power content discovery and advanced analytics, expressing delight that DoubleVerify selected IMDb to power its new suite of products to assist advertisers in reaching their target audiences.
These Verified Streaming TV and “Do Not Air” Automation offerings are integral components of DoubleVerify’s Media AdVantage Platform, which integrates AI-powered media verification, ad optimization, and campaign outcomes measurement to boost media performance and return on ad spend. These products contribute to media verification by helping advertisers align with professionally produced TV content across various devices. More information is available at www.doubleverify.com.
DoubleVerify (NYSE: DV) is recognized as a media effectiveness platform that leverages AI to drive outcomes for global brands, enhancing media efficiency and performance, and strengthening the online advertising ecosystem.
