DoubleVerify has partnered up with IMDb to launch DV Authentic Streaming TV.
The new product aims to improve transparency, brand alignment and performance across connected TV (CTV) and streaming TV advertising all delivered through DV’s licensing of IMDb data.
Announced at CES 2026 in Las Vegas, the release brings content discovery, verification, reporting and optimisation into a single workflow, as advertisers continue to shift spend into streaming environments that have often lacked consistent, independent measurement.
Responding to advertiser pressure on transparency
DoubleVerify said the launch directly addresses growing concerns from marketers about where their ads appear in streaming TV environments and whether impressions are delivered in premium, brand-safe contexts.
“The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it,” said Mark Zagorski, CEO of DoubleVerify.
“DV Authentic Streaming TV gives advertisers the ability to better align their brand suitability criteria with their CTV activation in programmatic platforms.”
Zagorski said the solution introduces richer program-level signals such as genre, maturity ratings, premiere dates, content trends and viewer-approval scores, alongside deeper app-level intelligence including attention insights and power-state awareness.
Why streaming TV accountability matters
Streaming audiences continue to grow, with DoubleVerify noting that 83% of Americans now use streaming services and many prefer ad-supported models.
Advertiser investment has followed, but DV research suggests that transparency gaps remain costly.
The company estimates that 15% of programmatic CTV advertising intended for premium streaming environments runs outside branded streaming players, resulting in more than US$1 billion in misplaced spend each quarter.
Nearly 70% of marketers, according to DV, say they struggle to justify streaming TV investment without clearer transparency.
AI-powered planning, verification and optimisation
DV Authentic Streaming TV introduces a natural-language AI planning agent that allows buyers to describe brand goals and content preferences conversationally, translating them into actionable pre-bid controls.
This replaces manual “do not air” lists with automated enforcement through DV’s Authentic Brand Suitability framework.
The product also enhances post-bid measurement, offering unified reporting across devices, apps and geographies using DoubleVerify’s global taxonomy.
Program-level insights are combined with performance metrics to feed directly into optimisation.
Campaign optimisation is powered by DV Scibids AI, which dynamically shifts spend toward content delivering stronger reach, relevance and conversion outcomes.
A new drag-and-drop interface is designed to make advanced optimisation more accessible for buying teams.
Building on DV’s streaming roadmap
Todd Randak, GM of CTV at DoubleVerify, said the launch brings together several recent developments across DV’s streaming TV roadmap.
“DV Authentic Streaming TV brings this progress together, delivering a unified, independent standard for quality and performance, as well as the intelligence and consistency the industry needs to keep moving streaming forward,” Randak said.
DV Authentic Streaming TV is built on the DV Media AdVantage Platform, with planning, optimisation and select reporting capabilities available now. Additional functionality will roll out over time.