DV and NBCU Extend Streaming Verification Partnership

Digital media measurement specialist DoubleVerify (DV) has expanded its partnership with media giant NBCUniversal, to provide program-level measurement solutions across OTT devices, including CTV.

The deal makes use of DV's Video OmniTag technology and NBCUniversal's proprietary data clean room, and will help NBCU advertisers to measure brand safety and suitability, as well as content performance show by show. Benefits include using DV's AI technology to classify show-level content; comprehensive streaming insights over the DV pinnacle platform, using new metrics such as programming details, genre and ratings; and the assurance that ads are measured by an independent, third-party measurement provider.

DV CEO Mark Zagorski (pictured) says the move 'marks a key shift in streaming measurement and authentication'. Dominick Vangeli, SVP and General Manager, Advanced Advertising and Partnerships at the broadcasting giant comments: 'At NBCUniversal, we stand behind the safety and suitability of our content, and with this new partnership with DoubleVerify, we'll be able to offer our advertising partners a new level of transparency against these metrics and more, with granularity down to the program level'.

Technical integration is currently in progress and the solution should start to roll out later this year.

The partners are on the web at www.doubleverify.com and www.nbcuniversal.com .