DoubleVerify (DV) has unveiled a suite of new streaming TV solutions designed to boost transparency, efficiency, and control across Connected TV (CTV) advertising. The launch includes Verified Streaming TV pre-bid segments and measurement as well as ‘Do Not Air’ Automation, both aimed at curbing ad misplacement and cutting waste in non-premium streaming environments.
The rollout comes on the heels of DV research showing that over 15% of global streaming ad spend is misplaced, costing advertisers more than $1 billion each quarter due to ads appearing on low-quality or resold inventory.
Todd Randak, GM of CTV at DoubleVerify, said:
“As streaming TV scales, advertisers face opaque inventory chains and limited automation. Our new tools provide the transparency and precision needed to verify media quality, reduce waste, and maximize ROI.”
The Verified Streaming TV feature ensures ads appear only on premium streaming platforms while offering cross-platform measurement across partners like The Trade Desk, Microsoft Invest, Teads, StackAdapt, and Index Exchange. Meanwhile, ‘Do Not Air’ Automation, powered by DV’s Authentic Brand Suitability technology, replaces manual exclusion lists with AI-driven enforcement to maintain consistent brand safety across CTV channels.
To enhance contextual targeting, DV is also integrating licensed IMDb data, including audience metrics, ratings, and Parents Guides, to enable more accurate AI-powered content alignment.
Nikki Santoro, CEO of IMDb, noted, “We’re excited to support DoubleVerify with IMDb’s trusted data and insights, helping advertisers better understand and reach audiences across premium streaming environments.”
With these additions, DoubleVerify strengthens its position as a global leader in AI-driven verification and optimization, giving advertisers deeper control and confidence in the rapidly evolving streaming ecosystem.
