DoubleVerify has introduced DV AI Verification, a new offering designed to help advertisers understand when their campaigns are interacting with artificial intelligence powered agents and to reduce exposure to poorly generated online material. The company, listed on the New York Stock Exchange under the symbol DV, says this marks a significant expansion of its strategy to support marketers who are now operating in a rapidly evolving digital environment where AI plays a much larger role in how people search for information, browse content, and engage with media.
According to DoubleVerify, its systems already examine nearly two billion interactions every month that occur between advertising and both known and unknown AI agents. These insights form what the company describes as a deep layer of intelligence intended to improve transparency and protect advertising investments. Mark Zagorski, CEO of DoubleVerify, emphasized the changes reshaping the ecosystem advertisers must navigate. He explained that there is a broad mix of new AI participants ranging from well known conversational assistants to undeclared agents that may pose risks. “From declared agents powered by platforms such as ChatGPT, Claude and Perplexity to undeclared, potentially malicious AI bots as well as emerging personal and retail agents advertisers are being challenged to navigate a digital ecosystem populated by a new generation of opportunities and threats,” he said. He added that the growing volume of low quality material created by generative systems intensifies issues of brand safety and wasted impressions. Zagorski stated, “DV AI Verification delivers greater transparency across transactions and stronger content alignment for brands. DV stands apart with an independent, cross platform technology stack purpose built to help marketers manage AI agents and AI impacted environments with confidence.”
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The company plans to make the new capabilities broadly available later this year, with additional functionality scheduled to expand throughout 2026. Among the first features is Agent ID Measurement, which will help advertisers identify when their campaigns are being viewed or engaged by chatbots or automated systems rather than human audiences. DoubleVerify believes that more accurate identification of these interactions will strengthen advertising performance and return on investment.
Another part of the initiative integrates the company’s AI SlopStopper technology for the open web, which was originally launched late in 2024. This system is designed to detect and avoid exposure to material considered to be poorly made by automated tools. It is also tied to DV’s Authentic Brand Suitability protections and can be used across major buying platforms, while providing output for reporting and optimization inside DV Pinnacle. A version of AI SlopStopper tailored to social platforms is expected in 2026 so advertisers can further control quality wherever audiences consume content.
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DoubleVerify states that these tools work together inside its Media AdVantage Platform and will help brands not only verify quality but also improve campaign outcomes and reach stronger performance. The company believes that as consumers increasingly engage through agents powered by companies like OpenAI, Anthropic, and Perplexity, advertisers will need solutions that can keep pace with change and safeguard both media spend and brand reputation.
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