DoubleVerify unveiled DV Authentic AdVantage, an AI-driven platform designed to help advertisers balance media quality with campaign results inside closed-off video environments by integrating its Scibids AI with existing quality checks. This launch responds to advertiser calls for better performance and accountability in their digital ad spend.
Tradeoff terminated: CEO Mark Zagorski says DV Authentic AdVantage confronts what many see as the classic advertiser Catch-22: the tradeoff between premium reach and media quality. He stated the technology “eliminates that compromise” to boost efficiency and results within walled gardens.
MAPping the future: The new tool is built on DoubleVerify’s broader DV Media AdVantage Platform (DV MAP), which consolidates verification, AI-powered optimization via Scibids AI, and outcome measurement using technology from its Rockerbox acquisition. DV MAP is structured around three pillars: Verify (brand safety), Optimise (AI-driven efficiency), and Prove (campaign impact).
Paradigm pivot: This platform strategy, integrating its 2023 Scibids purchase and early 2025 Rockerbox addition, marks DoubleVerify’s move from a verification specialist to what it terms a “full-spectrum media effectiveness platform.” The company states this change directly addresses advertiser demand for increased clarity and demonstrable ROI on their digital investments.
Beyond the launch: DoubleVerify is betting that combining quality assurance with AI-driven performance in one package will offer a compelling solution for brands navigating the complexities of major video platforms. Meanwhile, DoubleVerify’s broader mission emphasizes strengthening the digital ad ecosystem by preserving fair value exchange between buyers and sellers, a goal underpinning its technology developments.
