DoubleVerify launches new solution to improve brand alignment, performance for CTV

Singapore – DoubleVerify has introduced DV Authentic Streaming TV™, a new solution aimed at improving transparency, brand alignment and performance in connected TV (CTV) and streaming TV advertising. The product was unveiled at CES 2026 in Las Vegas on January 6.

According to the company, DV Authentic Streaming TV is designed to unify premium content discovery, reporting, analytics and optimisation into a single workflow, giving advertisers greater visibility and control over their streaming TV investments. The launch comes as streaming continues to grow rapidly, with advertisers allocating increasing budgets to ad-supported streaming environments.

“The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it,” said Mark Zagorski, CEO of DoubleVerify. “DV Authentic Streaming TV gives advertisers the ability to better align their brand suitability criteria with their CTV activation in programmatic platforms. For the first time, by incorporating richer program-level signals, such as genre, maturity ratings, premiere dates, content trends and viewer-approval scores, along with deeper app-level intelligence, including attention insights and power-state awareness, we are transforming how advertisers evaluate and verify CTV quality.

He added, “This breakthrough heightens transparency, strengthens performance and brings true accountability to streaming TV. Make no mistake, DV is throwing down the gauntlet and independently challenging the industry to deliver on the quality and performance promise of CTV.”

DoubleVerify cited its research showing that while 83% of Americans use streaming services and many prefer ad-supported options, advertisers face challenges such as limited transparency, fragmented reporting and uncertainty over whether ads are delivered in premium, TV-like environments. The company said its data indicates that 15% of programmatic CTV transactions intended for premium streaming environments occur outside branded streaming players, resulting in more than US$1 billion in misplaced spend each quarter. Nearly 70% of marketers, according to the research, say they cannot justify streaming TV investments without improved transparency.

DV Authentic Streaming TV combines DoubleVerify’s verification, measurement and optimisation capabilities. On the pre-bid side, the solution introduces a natural-language AI planning agent that allows buyers to describe content preferences and brand goals conversationally, translating them into controls and exclusion settings. The platform also incorporates program-level signals such as genre, maturity ratings, premiere dates, content trends and viewer-approval scores, delivered through DoubleVerify’s licensing of IMDb data, alongside app-level intelligence including attention indicators and power-state awareness.

For post-bid measurement, the solution provides reporting on campaign delivery metrics, performance KPIs and content relevance insights, normalized across languages and geographies using DoubleVerify’s global taxonomy. The company said this reporting is intended to provide consistent, independent transparency across devices, apps and formats, while feeding insights back into future planning and optimization.

On the optimization side, DV Authentic Streaming TV uses the DV Scibids AI™ engine to dynamically allocate spend toward content that delivers stronger reach, relevance and conversion outcomes, aligned to advertiser-defined KPIs. The platform also includes a drag-and-drop interface that allows teams to adjust optimization goals and performance levers.

The launch builds on DoubleVerify’s recent developments in streaming TV, including Verified Streaming TV™ pre-bid segments and measurement, automation within Authentic Brand Suitability, the Certified Transparent Streaming program and support for Open Measurement (OM SDK) for CTV.

“The launch of DV Authentic Streaming TV represents the next chapter in DV’s expansion across the streaming TV ecosystem,” said Todd Randak, GM of CTV at DoubleVerify. “Over the past year, we’ve enhanced pre-bid controls, introduced automated suitability workflows, advanced program-level transparency and strengthened measurement through OM SDK for CTV. DV Authentic Streaming TV brings this progress together, delivering a unified, independent standard for quality and performance, as well as the intelligence and consistency the industry needs to keep moving streaming forward.”

DV Authentic Streaming TV is built on the DV Media AdVantage Platform (MAP), which integrates DoubleVerify’s verification, AI-powered optimisation and outcome measurement capabilities. The company said the initial release includes planning, optimisation and select reporting features available now, with additional functionality to be rolled out over time.