DoubleVerify has introduced a new set of streaming television innovations designed to enhance transparency and improve media quality across the fast-expanding world of Connected TV advertising. The company said these industry-first products are built to give advertisers more confidence that their campaigns are being placed in premium streaming environments rather than in content categories that fall short of their standards. Alongside this launch, DoubleVerify is incorporating proprietary and licensed information from IMDb to support advanced, AI-powered classification of streaming content, with additional capabilities planned for early 2026.
Brands have become increasingly wary of wasted spend and placements that do not reflect the value of premium streaming. DoubleVerify highlighted findings from its own internal research showing that close to 15 percent of programmatic direct, programmatic guaranteed and Private Marketplace connected TV deals in the United States are actually delivered outside of true streaming video. These misplaced impressions often end up in areas such as gaming or music apps, which collectively represent more than one billion dollars in lost or misaligned advertising spend every quarter.
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In response, the company has introduced Verified Streaming TV pre-bid segments and measurement tools along with a new automated approach to managing advertiser “Do Not Air” lists. Todd Randak, General Manager of CTV at DoubleVerify, emphasized how these solutions are intended to reduce inefficiencies that have grown along with CTV spending. “As streaming TV grows, advertisers are contending with new challenges from opaque, resold inventory and questionable ad placements wasting billions in media spend, to a lack of automation that inhibits contextual alignment,” Randak said. “Our new Streaming TV products directly address these pain points, giving advertisers the ability to verify media quality and maximize their investments across devices and platforms.”
The Verified Streaming TV solution enables advertisers to evaluate placements in real time and to ensure their campaigns appear within high-quality streaming player environments rather than extension networks. DoubleVerify noted that the capability is now compatible with major programmatic platforms, including The Trade Desk, Teads, StackAdapt, Microsoft Invest and Index Exchange. With the help of automated measurement and pre-bid optimization, advertisers can prevent overspending on placements that are not consistent with premium streaming video.
The company is also modernizing enforcement of “Do Not Air” requirements, which historically have been tracked manually and updated through emails or spreadsheets. The new automation built into DV Authentic Brand Suitability is designed to apply those rules instantly across streaming transactions while giving advertisers more accuracy, flexibility and control over genre and maturity preferences. The initial rollout will give early access through The Trade Desk before expanding across additional buying platforms.
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Industry observers say such improvements are overdue. “Transparency in streaming has never been more critical,” said Dave Morgan, Founder and CEO of Simulmedia. “Advertisers need proof that their dollars are going toward premium, TV-like inventory, not hidden resells or low-quality placements. Offerings like Verified Streaming TV give the market the clarity and control it’s been missing.”
DoubleVerify’s integration of unique IMDb content data will further strengthen its classification and contextual insights, delivering a more sophisticated understanding of media environments for global marketers. David Goddard, Senior Vice President of Business Development at DoubleVerify, said the maturing nature of streaming requires more advanced forms of evaluation. “As streaming TV continues to mature, the definition of media quality is becoming more sophisticated,” Goddard noted. Nikki Santoro, CEO of IMDb, added support for the partnership by stating, “We’re delighted that DoubleVerify has selected IMDb to power its new suite of products and help advertisers reach their target audiences.”
These innovations are part of the broader Media AdVantage Platform, which combines verification, optimization and outcome measurement tools to enhance performance and ensure stronger returns on connected TV investments. DoubleVerify said that its mission remains focused on helping brands align their spending with the type of professionally produced content viewers expect from the streaming experience.
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