DoubleVerify and Integral Ad Science (IAS) are partnering with Netflix to provide viewability and invalid traffic verification for advertisers on the streaming service's ad-supported tier.
The two companies will help to safeguard video ads against fraud and invalid traffic while providing third-party reporting, optimizing campaigns, and measuring media buys.
DoubleVerify provides viewability authentication and fraud protection to identify and protect advertisers from invalid traffic through hijacked devices and bot manipulation.
- IAS's ad verification provides third-party reports, optimizes campaigns, and measures media buys.
- Netflix is considering alternative options for its ad tech, such as developing or acquiring its own technology, following the expiration of its agreement with Microsoft.
- In 2022, DoubleVerify experienced revenue growth of 36% YoY to exceed $452M, largely due to surging advertiser investments in channels such as retail media and connected TV.
- IAS saw a total revenue of $408M in 2022, marking a 26% increase compared to the previous year.
- Netflix is also working with Nielsen as it tries to make its ad-supported tier more attractive to advertisers.
