DoubleVerify and NBCUniversal Expand Partnership to Launch First-of-its-Kind Program-Level Measurement Solution
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The expanded partnership between DoubleVerify and NBCUniversal represents a significant advancement in the domain of digital media verification, particularly within the OTT and CTV landscapes. The integration of advanced AI technology to provide program-level content transparency and measurement offers advertisers an unprecedented level of insight into the safety, suitability and performance of their ads on streaming platforms.
From a market research perspective, this collaboration is poised to address the increasing demand for detailed analytics in digital advertising. The use of AI to classify content based on visual, audio and text elements is a testament to the sophistication of current media measurement techniques. Advertisers can now make more informed decisions based on comprehensive data regarding the context in which their ads appear, which is crucial for brand reputation and audience targeting.
Moreover, the independent measurement provided by DoubleVerify could set a new standard for transparency in the industry, potentially influencing other publishers and platforms to adopt similar measures. This could lead to a broader shift towards more accountable and precise advertising practices, ultimately benefiting the entire digital advertising ecosystem.
The announcement of DoubleVerify's enhanced partnership with NBCUniversal could have financial implications for both entities and their stakeholders. For DoubleVerify, which is publicly traded under the ticker DV, this partnership could enhance its competitive positioning in the market, potentially leading to increased revenue streams from its measurement solutions. As advertisers seek greater control and understanding of their ad placements, DoubleVerify's stock could see positive movement in response to the anticipated demand for its services.
For NBCUniversal, offering granular data and transparency at the program level may attract more advertisers to its platforms, thereby increasing its advertising revenue. This strategic move also enhances NBCUniversal's value proposition in a crowded streaming market, where differentiation is key to attracting both viewers and advertisers. The financial health of both companies could see a boost as they leverage this partnership to capitalize on the growing OTT and CTV markets.
Investors should monitor the adoption rate of this new measurement solution and its impact on the financial performance of both DoubleVerify and NBCUniversal. Success in this venture could lead to upward revisions in revenue forecasts and a more favorable outlook from analysts covering the digital advertising and media sectors.
The collaboration between DoubleVerify and NBCUniversal underscores the increasing importance of legal and regulatory considerations in digital advertising. As privacy concerns and regulations such as GDPR and CCPA become more prevalent, the ability to provide brand-safe and suitable environments without compromising user privacy is paramount.
The use of NBCUniversal's proprietary data clean room in conjunction with DoubleVerify's Video OmniTag technology indicates a sophisticated approach to data handling that respects privacy while still delivering detailed analytics. This balance is critical as companies navigate the complexities of modern data protection laws.
Furthermore, the independent measurement aspect of this partnership could also serve as a compliance tool, ensuring that advertising practices meet industry standards and regulatory requirements. As the digital advertising landscape evolves, legal expertise will continue to play a vital role in developing solutions that are not only effective but also compliant with the ever-changing legal framework.
Solution will bring unparalleled content transparency and program specific insights to streaming video across OTT and CTV – powered by DV’s AI technology.
"Today marks a key shift in streaming measurement and authentication,” said Mark Zagorski, CEO of DoubleVerify. “We're excited to collaborate with NBCUniversal to introduce this revolutionary capability, boosting advertiser confidence and delivering unmatched transparency at the program level. With this expanded partnership, advertisers will be able to maximize brand equity protection and campaign performance across premium streaming media.”
With this partnership, advertisers will benefit from media quality measurement and additional insights at the show level. All measurement and insights will be enabled through a data collaboration integration between NBCUniversal and DoubleVerify.
Expanded partnership benefits will include:
- Program Level Classifications Powered by AI: Leverage DV’s AI technology to classify show-level content in order to increase transparency and measure brand safety and suitability across devices, including CTV
- Comprehensive Streaming Insights: Analyze campaign performance using new metrics such as programming details, genre, ratings and much more. Detailed campaign reporting will be available in DV PinnacleⓇ, DV’s industry-leading, unified service and analytics platform
- Independent Measurement: Brands can rest assured that their ads are authenticated by an independent, third-party measurement provider. The solution will utilize DV's Video OmniTag technology and NBCUniversal's proprietary data clean room
"With the rise of streaming, it’s imperative that publishers provide brands with the data they need to be sure they’re running their media in environments that are both brand-safe and brand-suitable,” said Dominick Vangeli, SVP and General Manager, Advanced Advertising and Partnerships, NBCUniversal. “At NBCUniversal, we stand behind the safety and suitability of our content, and with this new partnership with DoubleVerify, we’ll be able to offer our advertising partners a new level of transparency against these metrics and more – down to the program level.”
Driven by advances in artificial intelligence, DV's innovative classification technology analyzes three key components:
- Visual Elements –– Objects and people, identified through Computer Vision (CV) models and Optical Character Recognition (OCR)
- Audio and Speech –– Video dialogue and music
- Text –– Metadata, captions, and transcriptions, classified using Natural Language Processing (NLP)
This detailed analysis ensures accurate platform and program-specific results.
"In an industry clamoring for more granular, data-driven insights, the DoubleVerify and NBCUniversal partnership answers the call,” said Ryan Eusanio, Senior Vice President, Video & Programmatic at Omnicom Media Group “The depth of data and transparency this collaboration offers enables us to provide next-level value to our clients, ensuring we can make smarter, more informed decisions on their behalf.”
DV and NBCUniversal are currently implementing the technical integration and anticipate the first phase of the solution to be available for advertisers this year.
For more information about DoubleVerify, contact Sales@DoubleVerify.com.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, we make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com.
About NBCUniversal
NBCUniversal is one of the world’s leading media and entertainment companies. We create world-class content, which we distribute across our portfolio of film, television, and streaming, and bring to life through our theme parks and consumer experiences. We own and operate leading entertainment and news brands, including NBC, NBC News, MSNBC, CNBC, NBC Sports, Telemundo, NBC Local Stations, Bravo,
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Media:
Chris Harihar
chris@crenshawcomm.com
Source: DoubleVerify
FAQ
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