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DoubleVerify launches real-time, predictive ad effectiveness solution - Marketing Land

Ad measurement platform DoubleVerify has launched Authentic Performance, a new predictive ad solution for reporting expected ad performance based on real-time ad exposure and engagement data. The solution analyzes more than 50 data points, including viewable time, share of screen, video presentation…

DoubleVerify launches CTV certification program to help curb ad fraud - Marketing Land

…ad authentification and measurement platform DoubleVerify has launched a certification program for the connected TV (CTV) programmatic ad industry, aiming to reduce ad fraud and invalid traffic (IVT) across the CTV space. To receive DoubleVerify’s CTV Targeting Certification, ad tech platforms…

MoPub partners with Pixalate, DoubleVerify to fight in-app ad fraud - Marketing Land

MoPub announced Tuesday it is partnering with Pixalate and DoubleVerify to help reduce invalid traffic (IVT) and in-app ad fraud on the Twitter-owned mobile ad exchange. Pixalate and DoubleVerify are accredited by the Media Rating Council (MRC) as mobile IVT-management vendors.Why you should careAs…

Anti-fraud tool Ads.txt looks vulnerable in botnet scam revelation - Marketing Land

…Rosenfeld, head of DoubleVerify’s Fraud Lab. “This scheme was specifically designed to take advantage of the industry-wide Ads.txt initiative and commit fraud that would not trigger Ads.txt violations with programmatic buyers.”Publishers: be vigilantThough DoubleVerify first identified…

Facebook passes key hurdle in MRC viewability reporting audit - Marketing Land

…companies after Facebook hands over the data — but, according to a press release (PDF) announcing the news, Moat, Integral Ad Science and DoubleVerify have agreed to let the MRC audit their portion of the process, as well.MRC’s audit process.Why it mattersViewability continues to be a…