New deal enables advertisers to effectively target quality traffic and increase the performance of video ad campaigns
SAN FRANCISCO and NEW YORK — APRIL 30, 2015 — Today, BrightRoll announced a deeper integration with DoubleVerify to automate and streamline access to the company’s fraud protection solution, making it available on a managed basis through the BrightRoll DSP. This expanded partnership gives advertisers even greater transparency and control over where their digital video ads are running by enabling them to optimize the quality of their ad impressions and minimize non-human traffic.
“Our fraud protection and impression quality suite of services are a cornerstone for building a sustainable and trustworthy ecosystem,” said Wayne Gattinella, CEO of DoubleVerify. “We’re excited to work with BrightRoll to build a better industry together, and to provide advertisers the confidence that their video campaigns are running in safe and effective places.”
DoubleVerify is one of several independent, third-party data and measurement companies that customers can access through the BrightRoll DSP, adding to existing viewability measurement from Moat and audience measurement from comScore and Nielsen. This latest collaboration is another strategic step BrightRoll is taking to make digital video advertising accurate and more effective, while ensuring advertiser confidence with the highest standards in quality, safety and transparency.
“We are committed to helping grow the entire video advertising ecosystem and we continue to invest in tools to help the industry mature with quality and transparency,” said Tod Sacerdoti, CEO and founder, BrightRoll. “Combating ad fraud is a collective industry-wide effort, which is why we’re excited to partner with DoubleVerify to bring quality traffic and unbiased, accredited measurement to the industry.”
BrightRoll builds strategic relationships with partners that align with the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) to bring independent, accredited measurement to advertisers and reduce the amount of fraud within the ecosystem. Working with third-party and in-house technology, BrightRoll has reduced non-human traffic in its marketplace to roughly 5 percent across all tested vendors — five times lower than the industry average of 23 percent, as measured by ANA and WhiteOps in a recent study.
BrightRoll CEO and founder, Tod Sacerdoti, shared this announcement today during his keynote at the BrightRoll Video Summit in New York. The event brings together more than 700 brand marketers, agencies, publishers and ad tech influencers from across the digital advertising ecosystem to explore the hottest topics in the programmatic video ecosystem.
BrightRoll builds software that automates and improves digital video advertising globally. The company offers the industry’s leading programmatic video solutions, including a demand side platform and marketplace. These solutions help advertisers, publishers and partners grow their business and connect with consumers on web, mobile and TV. A division of Yahoo, BrightRoll powers digital video advertising for 87 of the top 100 Ad Age advertisers, 41 of the top 50 publishers, and more than 100 technology partners. For more on BrightRoll visit brightroll.com.
DoubleVerify is the recognized market innovator with the technology and tools that accurately authenticate the quality of digital media and drive ad performance for the world’s largest brands. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.