DoubleVerify, a software platform for digital media measurement, data and analytics, announced a partnership with Group Black. This collaboration is part of DV’s initiative to help underrepresented publishers maximise inventory value.
In the first phase of the partnership, optimisation efforts enabled DV and Group Black to open up 14.8% more of Group Black’s overall inventory and reduce blocking due to site classification by 98.6%.
Through this initiative, based on work with Group Black, DV plans to partner with underrepresented publishers and content creators on technical standards and to champion best practices for incorporating values-based marketing into their approach to brand suitability.
“Our goal is to create transparency across the ecosystem, driving ROI for advertisers and yield for publishers,” said Mark Zagorski, CEO, DoubleVerify. “Our partnership with Group Black, through this initiative, will enable both parties to achieve their goals and for brands to connect with previously untapped audiences.”
Some of the ways DV will work with publishers, networks and advertisers as part of this initiative include:
- Optimization Analysis: Providing an optimisation analysis of inventory performance to guide strategy and identify opportunities.
- Classification Coverage: Working to ensure publisher partners have the most granular page-level classification coverage regardless of impression volume.
- Client Advocacy: Working with advertiser clients to enable them to make decisions regarding their brand safety and suitability settings that do not limit reach.
- Technical Partnership: Working with individual publishers to enable them to optimise ad server setup and DV tag configuration for maximum see-through rate (STR).
Kerel Cooper, President of Advertising at Group Black, said. “Through our partnership with DoubleVerify, we are excited to work together to break this cycle, ultimately creating more opportunities for publishers while providing maximum value for advertisers looking to take advantage of this optimal inventory.”