BrightRoll Deepens Partnership with DoubleVerify to Minimize Fraud in Programmatic Video Advertising


Today, BrightRoll announced a deeper integration with DoubleVerify to automate and streamline access to the company’s fraud protection solution, making it available on a managed basis through the BrightRoll DSP. This expanded partnership gives advertisers even greater transparency and control over where their digital video ads are running by enabling them to optimize the quality of their ad impressions and minimize non-human traffic.

“Our fraud protection and impression quality suite of services are a cornerstone for building a sustainable and trustworthy ecosystem,” said Wayne Gattinella, CEO of DoubleVerify. “We’re excited to work with BrightRoll to build a better industry together, and to provide advertisers the confidence that their video campaigns are running in safe and effective places.”

DoubleVerify is one of several independent, third-party data and measurement companies that customers can access through the BrightRoll DSP, adding to existing
viewability measurement from Moat and audience measurement from comScore and Nielsen. This latest collaboration is another strategic step BrightRoll is taking to make digital video advertising accurate and more effective, while ensuring advertiser confidence with the highest standards in quality, safety and transparency.

“We are committed to helping grow the entire video advertising ecosystem and we continue to invest in tools to help the industry mature with quality and transparency,” said Tod Sacerdoti, CEO and founder, BrightRoll. “Combating ad fraud is a collective industry-wide effort, which is why we’re excited to partner with DoubleVerify to bring quality traffic and unbiased, accredited measurement to the industry.”

BrightRoll builds strategic relationships with partners that align with the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) to bring independent, accredited measurement to advertisers and reduce the amount of fraud within the ecosystem. Working with third-party and in-house technology, BrightRoll has reduced non-human traffic in its marketplace to roughly 5 percent across all tested vendors — five times lower than the industry average of 23 percent, as measured by ANA and WhiteOps in a recent study.

Sacerdoti shared this announcement today during his keynote at the BrightRoll Video Summit in New York. The event brings together more than 700 brand marketers, agencies, publishers and ad tech influencers from across the digital advertising ecosystem to explore the hottest topics in the programmatic video ecosystem.


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