DoubleVerify Data: Video Filtering Led to Sixty-two Percent Fewer Quality Violations on Video Ads


DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, today announced that, in just four months since introducing DV Video Filtering, advertisers across all industries are experiencing significantly decreased fraud, in-geo, brand safety and suitability violations. In fact, the new solution has led to sixty-two percent fewer quality violations on DV measured video impressions across devices.

Digital video has become an essential channel for capturing consumer attention; ensuring quality video is now critical,” said Jack Smith, Chief Product Officer at DoubleVerify. Before the launch of Video Filtering, fewer than 40% of video impressions were eligible for post-bid blocking on desktop and mobile web, and on CTV and mobile apps, blocking was virtually impossible. With DV Video Filtering, advertisers are able to substantially reduce non-compliant ad placements, helping to improve the quality and performance of their video campaigns.”

DV Video Filtering serves as a last line of defense against fraud and brand safety concerns when blocking isn’t available. The solution collects data from an ad request and runs it through DV’s advanced fraud, brand safety and suitability, and geo detection models to ensure that ads are served in an appropriate environment. DV Video Filtering can be used for campaigns that are executed directly via a publisher or through a DSP. Moreover, because filtering occurs before the ad is served, publishers are able to re-monetize any impressions that are filtered.

Overall, early adopters of DV Video Filtering across industry verticals – including travel, technology, CPG, finance and food services, saw almost sixty-two percent fewer fraud, geo and brand suitability violations across their campaigns when compared with all other DV-measured placements – resulting in 85% lower video ad fraud and SIVT violations, and 88% lower geographic violations. These capabilities have also led to a decrease in violation rates across CTV (66%), Desktop (69%), Mobile App (69%), and Mobile Web (71%).

“According to a 2020 report by Mobile Marketing Association and GroupM, India is the sixth-largest market for video ad consumption, and the number of smartphone users in India is expected to reach approximately 650 to 700 million by 2023. Advertisers are increasingly investing in video advertising on digital and mobile platforms to reach their target consumers. Therefore, the ability to provide additional ad fraud, geo and brand suitability protection on digital video is crucial. DV’s Video Filtering solution can help marketers reduce non-compliant inventory and improve the quality of their digital video purchases,” said Nachiket Deole, Head of Sales – India, DoubleVerify.

Launched in November 2020, DV Video Filtering is part of DV Video Complete, which enables advertisers to holistically measure campaign quality and maximize brand protection across all video environments and devices, including CTV, mobile and desktop. DV Video Complete layers pre-bid avoidance, post-bid blocking and DV Video Filtering, to intercept more fraud, geo, and brand suitability violations before they occur – across every device. It works on all video ad traffic tagged with the DV Video OmniTag, with no custom integrations or re-tagging required.

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