DoubleVerify (“DV”) (NYSE: DV), the leading software platform to verify media quality, optimize advertising performance, and prove campaign outcomes, today announced the launch of DV Authentic Streaming TV™—a major advancement designed to bring greater transparency, stronger brand alignment, and improved performance to connected TV (CTV) and streaming TV advertising.

Launched at CES 2026, DV Authentic Streaming TV enables advertisers to unify premium content discovery, reporting, analytics, and optimization into a single streamlined workflow. This integrated approach gives advertisers greater visibility and control across one of the fastest-growing segments of the global media ecosystem.

“The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it,” said Mark Zagorski, CEO of DoubleVerify. “By incorporating richer program-level signals and deeper app-level intelligence, we are transforming how advertisers evaluate and verify CTV quality—bringing true accountability to streaming TV.”

Streaming adoption continues to surge, with 83% of Americans using streaming services today, many preferring ad-supported options. As advertisers invest billions globally into streaming, they face ongoing challenges such as limited transparency, fragmented reporting, and uncertainty around premium placement. DV research indicates that 15% of programmatic CTV transactions intended for premium environments occur outside branded streaming players, resulting in more than $1 billion in misplaced spend each quarter.

Nearly 70% of marketers report they cannot justify streaming TV investments without better transparency. DV Authentic Streaming TV directly addresses these issues by shifting streaming from an opaque, walled-garden channel into a performance-driven, accountable medium.

Verification: AI-Powered Pre-Bid Content Discovery and Controls

DV Authentic Streaming TV introduces a natural-language AI planning agent that allows buyers to describe brand goals and content preferences conversationally. These inputs are translated into actionable pre-bid controls through DV’s Authentic Brand Suitability®, replacing manual “Do Not Air” workflows with consistent, automated enforcement.

The solution enhances media quality evaluation using verified program-level signals such as genre, maturity ratings, premiere dates, content trends, and viewer-approval scores, delivered through DV’s partnership with IMDb. These insights are combined with app-level intelligence, including attention metrics and power-state awareness, to provide precise placement control.

Verification: Unified Post-Bid Measurement

Post-bid reporting delivers normalized campaign delivery metrics, performance KPIs, and content relevance insights across devices, formats, and geographies. By closing the feedback loop between delivery, planning, and optimization, DV enables advertisers to make clearer, data-driven decisions at scale.

Optimization: AI-Powered Activation

DV Authentic Streaming TV leverages the DV Scibids AI™ engine to dynamically optimize spend toward streaming environments that deliver stronger reach, relevance, and conversion outcomes. Advertisers can fine-tune goals and performance levers using an intuitive drag-and-drop interface, making advanced AI optimization accessible to every buyer.

The solution builds on DV’s broader streaming TV roadmap, including Verified Streaming TV™ pre-bid segments, automated suitability workflows, the Certified Transparent Streaming program, and support for Open Measurement (OM SDK) for CTV.

“DV Authentic Streaming TV brings together months of progress across pre-bid, post-bid, and optimization into a unified standard for quality and performance,” said Todd Randak, GM of CTV at DoubleVerify. “It delivers the consistency and intelligence the industry needs to keep streaming moving forward.”

Built on the DV Media AdVantage Platform (MAP), DV Authentic Streaming TV combines core verification, AI-powered optimization, and outcome measurement into a single framework. Initial planning, optimization, and select reporting capabilities are available today, with additional features rolling out over time.