Viant Technology, a people-based advertising software company, and DoubleVerify, a software platform for digital media measurement, data, and analytics, has announced the successful integration of DoubleVerify’s Inventory Quality Management (IQM) into the Adelphic advertising software. IQM provides transparency into the quality of digital media for the world’s largest ad platforms. The new integration serves as an additional layer of Adelphic’s Inventory Quality Program, which provides premium, brand safety controls across all formats, including Connected TV (CTV).
“Viant’s partnership with DoubleVerify underscores our long-standing commitment to delivering high-quality inventory to our brands and agencies,” said Jonathan Ahuna, Senior Vice President of Technical Operations, Viant. “We are excited that this partnership will boost our existing brand safety and fraud prevention protocols across all Adephic channels, including CTV, a big focus area for today’s marketer.”
According to eMarketer, US CTV ad spending was estimated to total $8.11 billion in 2020 and is expected to increase to $11.36 billion in 2021. By 2024, it is expected to reach $18.29 billion, more than double the amount spent in 2020.
“Marketers are increasingly investing in CTV as an alternative to linear television,” said Steve Woolway, EVP of Business Development at DoubleVerify. “Credible, independent measurement for channels like CTV is required to give brands and agencies confidence in their media investment. We are excited to provide Adelphic’s customers an added layer of insight and control when it comes to their media buying.”