doubleverify Archives | AdExchanger

Instream Or Out? Why It’s So Hard To Accurately Label Video Inventory

Anthony Vargas — Tue, 02 Jul 2024 16:15:34 +0000

Step aside, made-for-advertising sites. There’s another media quality controversy flaring up in the world of online video. Buy-side pressure is building over how publishers categorize their video inventory. The Trade Desk kicked off a reckoning when it removed support for Yahoo video inventory it claims the publisher mislabeled as instream. Now the industry is questioning […]

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Navigating New Brand Safety Complexities: A Digital Marketer’s Perspective

AdExchanger Guest Columnist — Thu, 13 Jun 2024 04:35:59 +0000

A couple of years ago, I listened to a speech that affected me deeply and triggered serious self-reflection on my role as a digital marketer. The presentation, “The Decade of Delusion,” based on the book Advertising For Skeptics by Bob Hoffman, painted a compelling and alarming picture of digital advertising as a corrupt, wasteful, secretive […]

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Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem

Anthony Vargas — Wed, 12 Jun 2024 15:56:42 +0000

Advertisers that rely on ad tech vendors to protect them from buying ads on shoddy, offensive or deceptive news content are … in for some bad news. Researchers at Stanford University and Carnegie Mellon University recently set out to determine how often ads are served to sites that publish misleading stories, propaganda or conspiracy theories […]

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IAS Had A Better Q1 Than DV, But That Doesn’t Mean There Aren’t Elephants In The Room

Allison Schiff — Fri, 10 May 2024 15:15:16 +0000

Integral Ad Science had a decent Q1 – especially in comparison to its direct competitor, DoubleVerify. Total revenue for IAS, which released its first quarter numbers on Thursday, was up 8% year over year to $114.5 million, and the company raised its full-year revenue outlook from $533 million to $541 million. IAS’s stock ticked up just […]

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DoubleVerify’s Stock Tanks On Weak 2024 Guidance

Allison Schiff — Wed, 08 May 2024 05:00:31 +0000

To have tuned into DoubleVerify’s first quarter earnings call on Tuesday afternoon is to have entered an alternate universe. One in which DV’s client, Forbes, never operated an MFA subdomain that went undetected for seven years. One where DoubleVerify didn’t (bafflingly) grace X with a 99.9% brand safety score after apparently misreporting X’s brand safety […]

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News Orgs Are Done Begging For Ad Dollars

Anthony Vargas — Wed, 01 May 2024 14:00:03 +0000

Brand safety tech is blocking the news – and publishers are fed up. But imploring advertisers to support the news for high-minded reasons like preserving democracy and access to information for all isn’t stopping blocklists from proliferating. As a result, news organizations pay the price for the lack of ad revenue. Last year, newsrooms cut […]

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Why Does Ad Tech Still Fail To Spot – And Stop – MFA-Fueled Schemes?

Anthony Vargas — Tue, 09 Apr 2024 12:42:05 +0000

Last week’s Adalytics report about Forbes operating a made-for-arbitrage (MFA) subdomain has the ad industry asking itself: How did no one catch this? According to Adalytics, the “www3.forbes.com” subdomain has existed since 2017. This subdomain received almost exclusively paid traffic to repurposed articles from “www.forbes.com” that were reconfigured into slideshows laden with auto-refreshing ad inventory. […]

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Inside The Secret Meetings To Define MFA

Anthony Vargas — Mon, 11 Mar 2024 13:51:17 +0000

Forget what you know about “made for advertising.” There’s a push now to redefine MFA as “made for arbitrage.” Despite the backlash against MFA websites, there is still no industry standard to define MFA, which is causing problems for some publishers that feel unfairly lumped into the made-for-advertising category. AdExchanger has learned that the 4A’s […]

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Meta Is A Brand Safety Cash Cow For DoubleVerify, Accounting For 7% Of All Revenue

Hana Yoo — Thu, 29 Feb 2024 06:00:50 +0000

DoubleVerify is bullish on social. How bullish? “We expect customer adoption of DV solutions across social media to fuel revenue growth for years to come,” CEO Mark Zagorski told investors on the company’s earnings call on Wednesday. Social media measurement rose 62% in the fourth quarter compared to Q4 2022. The category now accounts for […]

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How Government Agencies Use Ad Tech; Can Reddit Get Out Of The Red?

AdExchanger — Thu, 29 Feb 2024 05:03:33 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ad Tech’s Open Intel Starting in 2019, a government technology contractor named Mike Yeagley went on a roadshow of sorts, demonstrating to US intelligence agencies how ad tech data might be used to compromise Americans. He was also a “scout” for US agencies […]

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