Netflix has selected DoubleVerify (DV) – a software platform for digital media measurement, data and analytics – to provide media verification and safeguard against ad fraud for the announced ad-supported tier of its service. DV’s technology will protect advertisers against fraud or Invalid Traffic that can occur through the use of hijacked devices or bot manipulation. The platform will also provide viewability verification, offering insight into whether an ad has the opportunity to be seen and shedding light on its impact.
The companies have said they will be working on the technical integration over the coming months and expect viewability and Invalid Traffic verification solutions to be available for customers in Q1 2023, followed by brand safety and suitability solutions later on.
Mark Zagorski, CEO of DoubleVerify, said: “Over the past decade, the team at Netflix has done a tremendous job building one of the most popular streaming services in the world.
“As we continue to expand our coverage across premium video and CTV environments, DV is thrilled to extend our third-party verification solutions across their platform, ensuring campaigns meet key quality criteria while maximizing performance and outcomes for advertisers.”
Jeremi Gorman, President of Worldwide Advertising at Netflix, commented: “We’re thrilled to partner with DoubleVerify. As we introduce the Basic with Ads plan – our new ad-supported tier – we recognize the importance for brands to measure how their ads perform. DoubleVerify will provide viewability and IVT verifications that will be valuable for their marketing goals.”