Digital media measurement powerhouse DoubleVerify (NYSE: DV), renowned for its advanced software platform for data and analytics, declared a noteworthy expansion of its quality solutions in collaboration with Google’s Ads Data Hub for Measurement Partners. This upgrade aims at bolstering media measurement and driving advertiser performance on trending YouTube platforms – Shorts, Masthead and In-feed Video formats.
This innovation capitalizes on DoubleVerify’s proprietary technology, helping advertisers using YouTube Shorts verify their video ads for optimum viewability, human traffic, and protection against Fraud/Invalid Traffic (“IVT”).
YouTube Shorts – A New Avenue for Advertisers
YouTube introduced Shorts, a novel platform for individuals and businesses to craft engaging, bite-sized videos using their smartphones. Shorts ads offer brands an immersive, mobile-first avenue to engage with high-intent audiences resonating with their content.
Mark Zagorski, CEO of DoubleVerify, stated, “We are excited to expand our solution to include viewability and fraud coverage on YouTube Shorts – giving global brands greater clarity and confidence in their investments. Short-form videos offer advertisers a high-engagement forum to connect with passionate online communities. This release enables our customers to authenticate their media and maximize campaign effectiveness.”
Boosting Advertiser Performance with Quality Verification Technology
With DoubleVerify’s pioneering quality verification technology, advertisers leveraging Shorts receive several benefits:
- Fraud Measurement: DoubleVerify emphasizes that to ensure advertisement performance, it must reach a real human being. It identifies and safeguards advertisers from fraud and IVT, ranging from compromised devices to bot manipulation.
- Viewability Authentication: DoubleVerify offers a robust viewability measurement system, shedding light on whether an ad is truly viewable, thus affirming its potential to create an impact.
Additionally, DoubleVerify extends its viewability and fraud measurement to YouTube Masthead and In-feed Video inventory. Advertisers gain access to measurement data and insights across all new inventory via DV PinnacleⓇ, DoubleVerify’s consolidated service and analytics reporting platform, allowing them to monitor and enhance their YouTube ad campaign performance.
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A Decade-Long Partnership for Excellence
Since 2011, DoubleVerify has been offering viewability and fraud measurement across YouTube and Google ad serving solutions. In 2018, it joined the ranks as a Google measurement partner for Brand Safety and Viewability. The year 2020 saw DoubleVerify launching Authentic Brand Suitability on Google Display & Video 360. In 2022, it became the first verification provider to earn MRC accreditation for Independent Third-Party Viewability Reporting on YouTube. Earlier this year, the company introduced the DV Campaign Automator™ to streamline the entire trafficking workflow in Google Campaign Manager 360.
To learn more about DoubleVerify and its groundbreaking solutions, visit http://www.doubleverify.com.
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