DoubleVerify Launches Streaming TV Products for CTV Advertising Quality

DoubleVerify has reached a milestone in streaming media ads. They rolled out new, first-of-their-kind streaming TV products. These goals aim to boost transparency, improve context alignment, and cut waste in the connected-TV (CTV) ecosystem.

What’s New

The announcement highlights several key innovations:

• Verified Streaming TV™ Pre-bid Segments & Measurement: Leveraging DV’s AI-driven content-classification engine, this capability allows advertisers to verify that their campaigns run in premium streaming-TV player environments (rather than non-streaming or “utility” apps) and to measure the quality and scale of those placements.

• “Do Not Air” Automation via DV Authentic Brand Suitability®: Addresses the manual burden of “do not air” lists in streamingi-ncluding brand-suitability requirements-by enabling automated, pre-bid enforcement of inventory that must be excluded.

• Integration of IMDb Data for AI-Powered Contextual Insights: By licensing IMDb’s data (including Parents Guide, popularity Meters, ratings), DV enhances its AI model’s ability to classify streaming content with richer context-helping brands ensure their ad placements align with brand values.

• The company estimates that 15%+ of U.S. streaming-TV spend is currently wasted on non-premium streaming-inventory (e.g., gaming apps, music services, CTV utility apps), equating to over $1 billion per quarter. These new offerings aim to curb such inefficiencies.

“As streaming TV grows, advertisers are contending with new challenges-from opaque, resold inventory and questionable ad placements wasting billions in media spend, to a lack of automation that inhibits contextual alignment,” said Todd Randak, GM of CTV at DoubleVerify.

Implications for the Social Media Monitoring Industry

While the announcement centres on CTV, the ripples extend into the realm of social-media monitoring and associated industries. Here’s how:

1. Expanded Scope of Content & Context Monitoring

Social-media monitoring traditionally concentrates on feed-based platforms (Instagram, Facebook, Twitter, LinkedIn) but the boundaries are blurring as video-streaming, CTV and social converge. DV’s use of IMDb and AI for contextual insights signals that advertisers expect monitoring of ad-adjacency and content context across streaming and social/video platforms alike.

2. Automation of Inventory-Suitability Assurance

“Do Not Air” automation mimics brand-safety and suitability workflows increasingly seen in social-media monitoring platforms. Brands must ensure their ads don’t appear beside inappropriate or misaligned content—whether that’s a post, IG reel, or streaming program. The product demonstrates how monitoring is increasingly pre-bid, proactive and automated.

3. Cross-Channel Data Integration & Unified Metrics

Social-media monitoring tools have increasingly aggregated metrics across channels (engagements, sentiment, viewability). DV’s product shows a trend: metrics previously isolated (CTV placements, streaming-app quality) are now being integrated into evaluation frameworks. For monitoring vendors and practitioners, it means expanding measurement to include non-traditional channels.

Also Read: Supermetrics Unveils AI Revolutionize Marketing Automation

4. Elevated Expectation of Transparency & Accountability

Social-media monitoring has recently contended with false-engagement, bot activity, influencer fraud etc. In streaming-ads, mis-classified inventory, non-viewable placements and non-premium environments represent similar risk. DV’s focus on reducing waste and improving transparency ties directly to the same enterprise demands in social-media monitoring: trusted data, verified context, measurable ROI.

Effects on Businesses Operating in This Industry

For businesses involved in social-media monitoring, digital-advertising analytics and brand-safety services, the DoubleVerify announcement presents both opportunities and strategic implications:

Operational Opportunities:

• Monitoring firms can expand their service offerings to include streaming-video and CTV inventory evaluation—an adjacent high-value market.

• Agencies can offer a unified monitoring + verification service: feed/social channels + streaming/CTV placements—delivering deeper insights to clients.

• Social-analytics platforms might leverage contextual-classification engines (similar to DV) and metadata-enrichment (like IMDb) to improve cross-channel intelligence.

Strategic Considerations:

• The expectation of pre-bid suitability and context verification raises the bar for monitoring tools: It’s no longer enough to analyze what has already happened; real-time or near-real-time enforcement is becoming essential.

• Integration becomes more critical: CRM, ad-buying platforms, social-monitoring dashboards and streaming-analytics data must interoperate. Vendors that operate in silos may fall behind.

• Fragmentation risk: New channels, such as CTV, streaming apps, and gaming apps, are changing advertising. Monitoring businesses must track these new platforms, not just the usual social networks.

Challenges & Risks:

• Data collection and classification at scale remains complex. Streaming app inventory offers a wide variety. Measurement standards are always changing. However, fraud schemes like bots and invalid traffic are still an issue. Social-monitoring firms must invest in robust data pipelines, AI-models and validation frameworks.

• Clients will demand demonstrable ROI and accountability. As double-spend in non-premium inventory becomes more visible, monitoring vendors will need strong case studies and metrics.

• Skills and tools must adapt. Monitoring teams need to grasp social media and streaming TV ecosystems. This includes ad tech, programmatic transactions, and contextual metadata.

• Cost vs. Value: Expanding into streaming monitoring needs new tech and partnerships. Firms should think about how to price and deliver services that clients will pay for.

Looking Ahead: What to Do

Organizations in the social monitoring and analytics space should consider the following actions:

• Expand your channel coverage: Audit which platforms you monitor—Are streaming-apps and CTV included? If not, prioritise adding them.

• Invest in contextual-classification and metadata enrichment: Tools that can classify content context (e.g., via IMDb-style data) will become increasingly important for brand-safety and suitability.

• Offer pre-bid as well as post-bid monitoring: The ability to enforce inventory suitability before a buy goes live will become a differentiator.

• Build integrated dashboards: Collate metrics across social feeds, programmatic ads, streaming placements, CTV—provide unified insights for clients.

• Educate clients on new risk profiles: Streaming-TV ads, bots, resold inventory and non-premium placements represent spend and reputation risks. Help clients understand why monitoring must evolve.

Conclusion

DoubleVerify has launched new streaming-TV products. These products are for inventory verification, brand suitability automation, and contextual classification. This is a crucial time for marketing tech and social media monitoring. The boundaries between social media, digital video, and CTV are fading. Advertisers now want transparency, context, and real-time control across all channels.

Businesses in social-media monitoring must adapt. Monitoring needs to go beyond just feeds and posts. It should also cover streaming TV, programmatic video, and CTV placements. Vendors that adapt by adding pre-bid verification, enriched metadata, and cross-channel integration will provide more value. The future of monitoring is not just “what happened” but “what could happen if we shifted it right now.”