IAS, DV sign Netflix partnerships
October 14, 2022
Integral Ad Science (IAS), a specialist in digital media quality, has been selected by Netflix as a partner to provide transparency into advertising performance on the upcoming Netflix ad supported tier. Using IAS’s Viewability and Invalid Traffic (IVT) verification, brands and agencies will gain insights on campaign reach and engagement to drive outcomes and shape marketing strategies.
“We are excited to partner with Netflix as they introduce their much-anticipated ad-supported tier that will dramatically increase the global supply of CTV advertising inventory,” said Lisa Utzschneider, CEO, IAS. “IAS provides marketers with the tools necessary to monitor the quality of their media buys as they expand their CTV inventory. We look forward to offering essential coverage to brands and the ability to purchase ads on the Netflix platform with confidence.”
“IAS will be one of our verification partners for the Basic with Ads plan – our new ad-supported tier,” added Jeremi Gorman, President of Worldwide Advertising at Netflix. “We’re excited to bring IAS’ industry leading verification suite of tools that will give advertisers the confidence in the performance and placement of their ads.”
IAS Netflix verification will be available Q1 2023.
Additionally, DoubleVerify, software platform for digital media measurement, data and analytics, has also announced a partnership with Netflix to enable media verification and maximize advertiser performance across its platform. The partnership will leverage DV’s technology and data to help Netflix advertisers ensure their video ads are fully viewed, by real people and safe from Fraud/Invalid Traffic (‘IVT).
“Over the past decade, the team at Netflix has done a tremendous job building one of the most popular streaming services in the world,” said Mark Zagorski, CEO, DoubleVerify. “As we continue to expand our coverage across premium video and CTV environments, DV is thrilled to extend our third-party verification solutions across their platform, ensuring campaigns meet key quality criteria while maximising performance and outcomes for advertisers.”
“We’re thrilled to partner with DoubleVerify,” said Jeremi Gorman, President of Worldwide Advertising at Netflix. “As we introduce the Basic with Ads plan – our new ad-supported tier – we recognise the importance for brands to measure how their ads perform. DoubleVerify will provide viewability and IVT verifications that will be valuable for their marketing goals.”
DV and Netflix will be working on the technical integration over the coming months and anticipate viewability and IVT verification solutions to be available for customers in Q1 2023, with brand safety and suitability to follow.