DoubleVerify's Strategic Expansion: Empowering Programmatic Buying and Curation

DoubleVerify (NYSE: DV), a leading software platform for digital media measurement, data, and analytics, has announced a strategic expansion of its data solutions to major supply-side platforms (SSPs). This move enables advertisers to leverage DV's industry-leading data across both demand-side platforms (DSPs) and SSPs, enhancing programmatic buying decisions and curation. The integration addresses growing advertiser priorities in supply path optimization and adaptation to declining cookie-based addressability.

DoubleVerify's solutions provide stronger safeguards in programmatic direct deals, where post-bid suitability violations in private marketplaces were found to be 61% lower when using Authentic Brand Suitability in 2024. The enhanced platform allows advertisers to utilize DV's suite of solutions, including Authentic Brand Suitability, Custom Contextual solutions, and tools to combat ad fraud and optimize for viewability, brand suitability, contextual relevance, and attention.

By extending its capabilities to Criteo's Commerce Grid, Index Exchange, and Google Ad Manager's new curation tool, DoubleVerify positions itself at both ends of the programmatic supply chain, creating a significant competitive advantage in the ad verification market. This strategic evolution addresses two critical industry inflection points: the growing emphasis on supply path optimization and the imminent deprecation of third-party cookies.

The business implications of this expansion are substantial. By embedding its technology directly with SSPs, DoubleVerify creates a stronger competitive moat against rivals like Integral Ad Science and Oracle Moat. This integration potentially increases switching costs for clients while expanding DV's total addressable market beyond traditional DSP-side verification. For investors, this represents a potential revenue diversification opportunity rather than cannibalization of existing services.

The compelling 61% reduction in post-bid suitability violations cited for protected environments demonstrates that even premium inventory requires verification. This validates DoubleVerify's expanded approach and highlights significant remaining inefficiencies in the market that this solution addresses. Advertisers can now enable DV data across both DSPs and SSPs for greater protection and performance, regardless of how they buy programmatically.

In conclusion, DoubleVerify's strategic expansion to supply-side platforms empowers advertisers with superior programmatic decisioning and curation capabilities. By addressing critical industry inflection points and validating the need for verification in premium inventory, DoubleVerify strengthens its competitive position and creates new opportunities for both advertisers and publishers.