Netflix shakes hands with DoubleVerify: Ensures ad performance, true viewership, combats "invalid traffic"
DoubleVerify is a company specializing in providing measurement and analysis services for digital media, helping to verify the quality and effectiveness of advertising on various platforms.
Recently, DoubleVerify announced a partnership with Netflix. Thereby, DoubleVerify will provide a solution to verify digital media and maximize the performance of Netflix ads. Thus, the ads on Netflix will be guaranteed for performance, the number of real viewers and safe from the situation of "fraud/invalid traffic" (Fraud/Invalid Traffic - IVT).
Netflix is currently one of the world's leading entertainment services with 221 million paid users in more than 190 countries. Content on the Netflix platform is diverse, ranging from TV series, documentaries, feature films to mobile games.
“Over the past decade, the team at Netflix has built one of the most popular streaming services in the world,” said Mark Zagorski, CEO of DoubleVerify. In the process of expanding DoubleVerify's services to premium video platforms and smart TVs, we are delighted that Netflix has chosen DoubleVerify to verify the advertisements on their platform. Doing this will help maximize the performance and results of your ad campaigns.``
“We are delighted to be partnering with DoubleVerify,” said Jeremi Gorman, President of Global Advertising at Netflix. With the launch of low-cost Netflix plans, we recognize the importance of brands in measuring ad performance. That's why DoubleVerify will provide visibility verification and IVT solutions for advertisers."
Back at the beginning of this year, Netflix announced information about the platform's low-cost paid plans. This is a lower cost package than usual, but there will be ads. DoubleVerify will be one of the few ad verification service providers on the Netflix platform. DoubleVerify services include:
Anti-fraud: Ads are only effective when viewed by real people. DoubleVerify will verify and protect advertisers from IVT status.
Viewability Verification: DoubleVerify provides ways to help verify a user's visibility, or ad viewability. Advertisers will know clearly whether their media campaigns are being seen by users and offer solutions to improve visibility.
DoubleVerify and Netflix will officially launch IVT and ad impression verification solutions to customers in the first quarter of 2023.