Netflix fortifies advertising guarantees with help from DoubleVerify, IAS

Dive Brief:

DoubleVerify's measurement solutions are now available for all Netflix advertisers, according to a press release. In a separate announcement, Integral Ad Science (IAS) launched Viewability and Invalid Traffic verification on the platform.
The partnerships promise to help advertisers on Netflix protect video ads from fraud and invalid traffic (IVT). DoubleVerify also provides viewability authentication, while IAS ad verification offers third-party reporting, optimizes campaigns and measures across media buys.
These rollouts could help entice advertisers to use Netflix's nascent ad-supported tier, which continues to be watched closely even as the service is reportedly exploring changes to its ad-tech stack.

Dive Insight:

Netflix’s integration of solutions from DoubleVerify and IAS could address key advertiser concerns around fraud and viewability on the streamer’s ad-supported tier. The partnerships were previously announced in October in advance of the tier’s launch but are being implemented as the subscription offering tests its appeal with audiences and brands.

DoubleVerify CEO Mark Zagorski maintains that the firm’s quality standards help drive optimal outcomes. Those standards are ensured through DoubleVerify's fraud protection, which identifies and protects advertisers from IVT through hijacked devices and bot manipulation, and a viewability measurement tool that offers clarity around whether ads actually had the opportunity to be seen. Both fraud and viewability are frequently cited problems facing connected TV (CTV) as the channel matures.

The announcements come as Netflix continues to develop its ad-supported tier, which reached about 1 million monthly active users in the U.S. after its second month, according to data cited by Bloomberg. However, Netflix is also looking at other options for its ad tech after its deal with global partner Microsoft lapses, including possibly building or buying its own tech, Digiday reported. It's unclear how such developments would affect Netflix's deals with other tech providers. Along with DoubleVerify and IAS, Netflix is also working with Nielsen on the ad-supported tier.

DoubleVerify grew revenue by 36% year-over-year to more than $452 million in 2022, per a recent earnings statement. That growth was largely driven by surging advertiser investments in channels like CTV and retail media. DoubleVerify claims to be the only verification company that covers all of the top ad-supported CTV providers. For its part, IAS reported total 2022 revenue of $408 million, a 26% year-over-year increase.