DoubleVerify Launches DV Authentic Streaming TV™ at CES 2026, An Industry First Solution Combining Media Quality and Brand Suitability Measurement with Dynamic AI Optimization to Power Superior Campaign Performance

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High Materiality8/10

Information

New AI-powered solution integrates program-level intelligence, AI-Agent content discovery, performan...

AI Summary

DoubleVerify has introduced Authentic Streaming TV, enhancing ad transparency and performance in the rapidly expanding streaming market. With 83% of Americans using streaming services and significant ad spend discrepancies, DV's AI-forward solutions aim to align brand suitability with advertising goals, addressing the pressing need for accountability and optimization in the sector.

Trading Thesis

Invest in DV as improved ad transparency could lead to increased market share and revenue growth.

Market-Moving

A new AI-driven solution could position DV as a leader in the CTV market.
Increased advertiser confidence may boost DV’s revenue streams significantly.
Wasted ad spend percentage highlights urgent need for DV’s solutions.
DV's advancements could prompt competitor reactions, catalyzing market shifts.
The launch aligns with growing consumer preferences for ad-supported streaming.

Key Facts

DV Authentic Streaming TV launched at CES 2026.
83% of Americans prefer streaming services.
15% of CTV ads are misplaced, resulting in over $1 billion in waste.
70% of marketers need better transparency for justifying ad spends.
The solution combines verification and optimization capabilities.

Companies Mentioned

DoubleVerify (DV): Leading media verification platform with expanding capabilities.
IMDb (N/A): Partnering with DV for enhanced media quality metrics.

Corporate Developments

The unveiling of DV Authentic Streaming TV reflects an essential evolution in the advertising industry, addressing both consumer demand for increased quality and the practical needs of advertisers navigating the fragmented streaming landscape.

FAQ

Why Bullish?

The introduction of a highly anticipated product that aligns with market demands often leads to increased investor confidence and can improve share prices, similar to DV's previous product launch effects.

How important is it?

The article discusses crucial developments in DV's product offerings that significantly impact their competitive edge and market position, likely translating to increased investor interest and potential price appreciation.

Why Short Term?

The immediate market response is likely to be favorable due to heightened media interest and potential revenue increases from improved advertiser engagement.

Related Companies

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DoubleVerify Unveils DV Authentic Streaming TV™ at CES 2026

LAS VEGAS, Jan. 06, 2026 (GLOBE NEWSWIRE) -- DoubleVerify ("DV") (NYSE: DV), a leader in media quality verification and advertising performance optimization, has launched DV Authentic Streaming TV™ at CES 2026. This innovative solution enhances transparency, aligns brand suitability, and improves ad performance specifically for connected TV (CTV) and streaming TV advertising.

With DV Authentic Streaming TV, advertisers can streamline premium content discovery, reporting, analytics, and optimization into a single workflow, gaining the visibility and control needed to boost campaign performance in a rapidly evolving media landscape.

Key Features of DV Authentic Streaming TV™

Mark Zagorski, CEO of DoubleVerify, emphasized the importance of this development: “The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it.” The new solution allows advertisers to align brand suitability criteria with CTV activation on programmatic platforms by incorporating advanced signals, including:

Genre
Maturity ratings
Premiere dates
Content trends
Viewer-approval scores

In addition, deeper app-level intelligence, such as attention insights and power-state awareness, significantly enhances how advertisers evaluate and verify CTV quality.

Market Demand for Streaming TV Transparency

According to recent data, **83%** of Americans now use streaming services, with many preferring ad-supported options over expensive subscriptions. This shift has led advertisers to invest billions globally. However, these investments face challenges from limited transparency and fragmented reporting. Notably, DV research reveals that **15%** of CTV programmatic advertising, intended for premium streaming environments, occurs outside branded players, resulting in over **$1 billion** wasted each quarter.

In light of these findings, nearly **70%** of marketers report being unable to justify their streaming TV investments without improved transparency.

Combating Challenges with Advanced Solutions

DV Authentic Streaming TV tackles these industry challenges by merging verification and optimization capabilities to provide:

AI Agent-Powered Pre-bid Content Discovery: An AI planning agent that allows buyers to articulate content preferences and brand goals in simple language.
Post-bid Measurement: Comprehensive metrics and performance insights that normalize data across different languages and geographies.
AI-Powered Activation: Utilization of the DV Scibids AI™ engine for dynamic optimization, aligning spend with impactful content and maximizing reach and conversion.

Conclusion and Future Directions

This launch represents a significant step forward for DV in the streaming TV ecosystem. Todd Randak, GM of CTV at DoubleVerify, noted, “DV Authentic Streaming TV brings together the progress made in pre-bid controls, automated workflows, and comprehensive measurement, establishing a unified standard for quality and performance.”

DV Authentic Streaming TV is built on the DV Media AdVantage Platform (MAP), which combines robust verification and AI capabilities designed to make advertising in streaming environments more effective and efficient.

The initial roll-out of DV Authentic Streaming TV includes planning and optimization features, with further enhancements slated for release soon. For more information about DV Authentic Streaming TV, visit www.doubleverify.com.