DoubleVerify (DV), a leading software platform for digital media measurement, data, and analytics, has expanded its data solutions to top supply-side platforms (SSPs), including Criteo’s Commerce Grid and Index Exchange, along with curation platforms such as Google Ad Manager’s latest curation tool.
As advertisers focus on supply path optimization (SPO), transparency in ad placements, and adapting to the decline of cookie-based addressability, programmatic direct deals and curated inventory are seeing increased investment. These transactions, executed within SSPs, grant advertisers access to premium placements while allowing control over pricing, inventory, and targeting. By integrating DV’s data solutions, brands gain greater oversight of inventory selection, ensuring curated deals are optimized for scale and aligned with predefined quality and performance standards to drive better results.
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“By integrating DV’s industry-leading data solutions into SSPs, we’re providing advertisers with greater control over media quality and performance closer to the source of supply,” said Steven Woolway, EVP of Business Development at DoubleVerify. “This expansion creates a more efficient, transparent, and trustworthy marketplace, increasing confidence in programmatic buying and fueling continued investment in the open web.”
While programmatic direct deals are generally considered safer, risks persist. In 2024, DV’s analysis revealed that post-bid suitability violations in private marketplaces (PMPs) and direct deals were reduced by 61% when using Authentic Brand Suitability—highlighting the need for robust safeguards even in curated environments. Through this expansion, advertisers can fortify their programmatic strategies by leveraging DV Authentic Brand Suitability, DV Custom Contextual solutions, and other ready-to-use data solutions to mitigate ad fraud and optimize for viewability, brand suitability, contextual relevance, and attention. Now, the same data and client-specific classification choices applied on the buy side can seamlessly extend to the sell side.
“We’re excited to integrate DoubleVerify’s data solutions directly into our SSP Commerce Grid,” said Joseph Meehan, General Manager, Global Commerce Supply at Criteo. “These capabilities will empower advertisers to identify inventory with greater precision, enhancing transparency and performance while enabling ads to run in the most preferred high-quality environments.”
With this launch, brands can now activate DV’s data solutions across both demand-side platforms (DSPs) and SSPs, ensuring enhanced media quality and performance across all programmatic channels.
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