Netflix has chosen DoubleVerify (DV), a software platform for digital media measurement, data and analytics, to enable media verification and maximise advertiser performance across streaming services.
This comes as Netflix prepares to launch its new lower priced ad-supported plan across multiple regions this November.
Jeremi Gorman, President of Worldwide Advertising, Netflix, said, “As we introduce the Basic with Ads plan — our new ad-supported tier — we recognise the importance for brands to measure how their ads perform.
“DV will provide viewability and IVT (Invalid Traffic) verifications that will be valuable for their marketing goals."
With DV’s quality verification technology, joint advertisers will benefit from fraud protection and viewability verification.
For fraud protection, DV identifies and protects advertisers against fraud and IVT, from hijacked devices to bot manipulation. DV also provides viewability verification, which offers clarity into whether an ad has had the opportunity to be seen and sheds light on its impact.
Mark Zagorski, CEO, DoubleVerify, added, “As we continue to expand our coverage across premium video and CTV environments, DV is thrilled to extend our third-party verification solutions across their platform, ensuring campaigns meet key quality criteria while maximising performance and outcomes for advertisers.”
DV and Netflix will be working on the technical integration over the coming months and anticipate viewability and IVT verification solutions to be available for customers in Q1 2023, with brand safety and suitability to follow.