To address these challenges, DoubleVerify and Nativo closely collaborated to develop a native viewability measurement solution that brands and publishers can trust. This extends DoubleVerify's proprietary Authentic Impression® digital ad quality measurement to assess the quality of and engagement generated by native ads, ensuring they are brand-safe, fraud-free and viewable.
"DoubleVerify is committed to maximizing ad quality and user engagement in a cross-screen and multi-platform digital marketplace," said Wayne Gattinella, CEO of DoubleVerify. "Native advertising is a powerful platform for brands to engage consumers in an impactful and relevant way and we're excited to partner with Nativo, the premier native advertising platform."
"Since day one, Nativo has championed and guaranteed native ad viewability, pioneering the Viewable CPM (vCPM) media charge metric to provide better efficacy and efficiency to digital advertisers, valuable peace of mind to their brand clients," said Chris Rooke, SVP of strategy and operations at Nativo. "Working with DoubleVerify to measure native viewability means that our brand partners—and publishing partners that leverage Nativo as their native tech stack and work directly with advertisers themselves—can transact with complete confidence that all of their native impressions will be viewable in accordance with best-in-class MRC standards."
Nativo is the leading advertising technology platform for brand advertisers and publishers to scale, automate, and measure native ads. For brands, Nativo is the ultimate content advertising platform that combines automation and insights with high quality reach to scale and optimize engagement with brand content. For media companies, Nativo provides a complete native technology stack that makes it easy to sell, deploy, and optimize native ads across their media properties expanding their revenue potential while delivering a better, non-interruptive experience for their audiences. More than 400 brands and 400 publishers leverage Nativo's platform to power their next-generation digital advertising. Learn more at www.nativo.net.
DoubleVerify is the recognized market innovator with the technology and tools that accurately authenticate the quality of digital media and drive ad performance for the world's largest brands. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.
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