DoubleVerify Holdings announced the debut of DV Authentic Streaming TV on January 6 2026 at CES. The new platform bundles media‑quality verification, brand‑suitability measurement, and AI‑driven optimization for connected‑TV and streaming‑TV advertising, giving buyers real‑time control over inventory placement and performance.
DV Authentic Streaming TV leverages DoubleVerify’s proprietary Universal Content Intelligence engine to classify content at the program level—using genre, maturity ratings, premiere dates, and viewer‑approval scores—and at the app level, tracking attention indicators and power‑state awareness. Viewer‑approval scores are derived from aggregated audience feedback and engagement metrics, providing a quantifiable measure of how well a program resonates with its target demographic. The AI engine also powers a drag‑and‑drop optimization interface that automatically reallocates spend toward content that delivers higher reach, relevance, and conversion outcomes.
The platform’s core promise is to eliminate the estimated $1 billion in quarterly waste that occurs when programmatic CTV impressions land outside premium streaming players. DoubleVerify’s research, based on a cross‑industry data set of 1.2 billion impressions, found that 30 % of spend is mis‑delivered, translating to $1 billion in wasted dollars each quarter. By automating pre‑bid content discovery and post‑bid measurement, DV Authentic Streaming TV aims to bring that waste under tighter control and provide advertisers with transparent, verifiable inventory.
Strategically, the launch marks a pivotal shift for DoubleVerify. The company has historically focused on measurement, but the new activation‑centric platform positions it to capture a larger share of the rapidly expanding CTV market, where advertisers demand transparency and brand safety. In a competitive landscape that includes Integral Ad Science, Meta, and TikTok, DoubleVerify’s AI‑powered solution offers a differentiated value proposition that could drive higher margins and new revenue streams.
Financially, the product is expected to accelerate DoubleVerify’s top‑line growth. While the company has not yet released specific revenue projections for the new platform, analysts anticipate that the added activation capabilities will lift the company’s overall revenue mix toward higher‑margin services. The move also aligns with broader industry trends toward AI‑driven ad optimization and could help DoubleVerify maintain its competitive moat in a market where 70 % of CTV spend is still unverified.
CEO Mark Zagorski said the launch “represents the next chapter in DoubleVerify’s expansion across the streaming‑TV ecosystem” and that the product will “transform how advertisers evaluate media quality and optimize performance in an opaque, walled‑garden environment.” The announcement signals the company’s intent to deepen its partnership with advertisers and to capitalize on the growing demand for transparent, brand‑safe streaming inventory.
The content on BeyondSPX is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.