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DoubleVerify, Innovid unveils feature that would reduce ‘speed-to-market’ of ad placements

United States – DoubleVerify (DV), the digital media measurement, data, and analytics platform has extended its partnership with Innovid, the independent advertising delivery platform, to support the automation of DV’s Video OmniTag, a VAST tag that allows clients to utilize across CTV, mobile, and desktop environments.

The expanded integration aims to mitigate the risk of manual errors and delayed launches, across desktop, mobile, and CTV. By using the automated DV Video OmniTag integration, advertisers can shorten their overall speed-to-market for placements by 48 to 72 hours.

Moreover, the offering automatically activates one of DV’s video solutions for Innovid advertisers – DV Video Complete, which includes campaign monitoring, pre-bid avoidance, post-bid blocking, and MRC-accredited innovation – DV Video Filtering.

Jack Smith, DoubleVerify’s chief product officer, said that they continuously innovate with a focus on simplicity and workflow automation to maximize operational efficiency for advertisers.

“That’s why we’re excited to offer Innovid clients an even more seamless way to authenticate the quality of their video campaigns and protect brand equity across all digital screens, including CTV, by easily activating DV video solutions directly within the Innovid platform,” said Smith.

Meanwhile, Dale Older, Innovid’s chief product officer, believes that this expanded partnership further enhances their CTV ad serving and measurement platform, providing more value and efficiency to clients. 

“The integration gives brands and agencies the peace of mind that they have strong, seamless protection across their omnichannel initiatives, including CTV,” said Older.