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Until now, DoubleVerify was known for helping advertisers to eliminate fraud and ensure their ads are running in brand-safe environments. This week, at the Consumer Electronics show, it’s launching a new technology to designed to measure whether those ads are actually effective. Chief Marketing Officer Dan Slivjankovski told me that before this, marketers hard to rely on “fast and simple tools” that are “proxies” for ad effectiveness — things like clickthrough rate or viewable time — or they had to wait until after the campaign to see whether it really worked. So CEO Wayne Gattinella (pictured above) said the DoubleVerify team has spent the past two years looking at data that it was alrea... Full story

8 January