DoubleVerify, NBCUniversal partner for Program-Level Streaming Measurement

DoubleVerify (DV) and NBCUniversal are expanding their partnership to deliver an industry-first solution: program-level measurement for streaming video across OTT and CTV.

This collaboration leverages DV's AI technology to provide advertisers with highly specific insights into content safety, suitability, and performance.

“Today marks a key shift in streaming measurement and authentication,” said Mark Zagorski, CEO of DoubleVerify. “We’re excited to collaborate with NBCUniversal to introduce this revolutionary capability, boosting advertiser confidence and delivering unmatched transparency at the program level. With this expanded partnership,  advertisers will be able to maximize brand equity protection and campaign performance across premium streaming media.”

What Advertisers Get

This partnership brings several key benefits to advertisers:

• AI-Powered Program Classification: DV's technology will analyze content on a granular level, ensuring campaigns align with brand safety and suitability standards across devices.
• Detailed Insights: Advertisers will get new metrics like program details, genre, and ratings, enhancing campaign analysis within DV's Pinnacle® platform.
• Independent Verification: The solution combines DV's third-party measurement with NBCUniversal's data clean room technology, giving brands added confidence in the results.

“With the rise of streaming, it’s imperative that publishers provide brands with the data they need to be sure they’re running their media in environments that are both brand-safe and brand-suitable,” said Dominick Vangeli, SVP and General Manager, Advanced Advertising and Partnerships, NBCUniversal  “At NBCUniversal, we stand behind the safety and suitability of our content, and with this new partnership with DoubleVerify, we’ll be able to offer our advertising partners a new level of transparency against these metrics and more – down to the program level.” 

Leveraging Advanced AI

DV's AI will deconstruct content at the program level by examining:

• Visuals: Computer vision and OCR identify objects and people within the program.
• Audio: Dialogue and music classification
• Text: Metadata, captions, and transcriptions are analyzed using natural language processing

Industry Impact

Ryan Eusanio, Senior Vice President at Omnicom Media Group, sees this solution as a game-changer, noting "the depth of data and transparency this collaboration offers enables us to provide next-level value to our clients, ensuring we can make smarter, more informed decisions on their behalf.”

The first phase of the integration is expected to roll out to advertisers later this year.