Media quality platform DoubleVerify (DV) has unveiled a suite of industry-first streaming TV products designed to bring greater transparency, efficiency, and contextual control to connected TV (CTV) advertising.
The launch includes Verified Streaming TV pre-bid segments and measurement tools, as well as a new “Do Not Air” Automation feature aimed at reducing waste and improving brand safety in streaming environments.
According to DV, the move comes as advertisers face mounting challenges in ensuring their campaigns appear in premium, brand-safe environments. Recent DV research found that around 15% of U.S. CTV spend over USD $1 billion per quarter is misplaced on non-streaming environments such as gaming or utility apps.
Tackling wasted spend in streaming
The Verified Streaming TV solution gives advertisers the ability to confirm their campaigns are delivered in high-quality, professionally produced streaming environments.
It integrates with leading programmatic platforms, including The Trade Desk, Teads, StackAdapt, Microsoft Invest, and Index Exchange, and enables verification at both player and program levels.
“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.
“Our new Streaming TV products directly address these pain points, giving advertisers the ability to verify media quality and maximise their investments across devices and platforms.”
Advertisers using Verified Streaming TV can now align impressions with premium streaming players, verify ad placement quality, and prevent overspending on non-TV inventory helping them regain control over where their media dollars go.
Automating “Do Not Air” controls
DV has also modernised one of the industry’s most manual brand safety processes with “Do Not Air” Automation.
Traditionally managed through spreadsheets and emails, these lists dictate where ads should not appear due to regulatory or brand suitability concerns.
Integrated into DV’s Authentic Brand Suitability® platform, the new tool uses AI-powered automation to enforce these controls programmatically. Advertisers can now activate, manage, and apply exclusion lists at the point of transaction with a single segment ID.
With “Do Not Air” Automation, advertisers can simplify brand safety controls by removing manual list management, curating inventory by genre or maturity rating, and activating exclusion lists in real time across streaming platforms.
Advertisers will first gain early access through The Trade Desk, with expansion to additional programmatic partners planned.
“Transparency in streaming has never been more critical,” said Dave Morgan, Founder and CEO of Simulmedia.
“Advertisers need proof that their dollars are going toward premium, TV-like inventory, not hidden resells or low-quality placements. Offerings like Verified Streaming TV give the market the clarity and control it’s been missing.”
AI Integration
In a major development for content intelligence, DoubleVerify has licensed comprehensive data from IMDb to enhance its AI-powered analysis of streaming content. This integration includes IMDb’s Parents Guides, popularity metrics, and ratings, enabling DV to provide advertisers with richer contextual insights and audience alignment.
“As streaming TV continues to mature, the definition of media quality is becoming more sophisticated,” said David Goddard, SVP of Business Development at DoubleVerify.
“We are excited to leverage data and insights from IMDb to enrich our AI-powered analysis with even more contextual signals.”
IMDb CEO Nikki Santoro added, “IMDb licenses authoritative data and unique insights from our global audience of more than 250 million monthly visitors, powering content discovery and advanced analytics for businesses all over the world. We’re delighted that DoubleVerify has selected IMDb to power its new suite of products and help advertisers reach their target audiences.”
Part of a broader media verification push
These new offerings form part of DV’s Media AdVantage Platform, which conjoins AI-powered verification, optimisation, and outcomes measurement to help advertisers improve media performance and return on ad spend.
By focusing on premium streaming environments and using verified contextual signals, DoubleVerify aims to elevate the overall CTV advertising quality standard, ensuring brands have both visibility and control over their placements.