As advertisers struggle with ensuring their placement on connected TV programming aligns with their brand safety guidelines, NBCUniversal has formed a partnership with DoubleVerify to enhance the transparency and brand safety of its CTV content library.
This collaboration aims to provide detailed insights into the content environment where ads are displayed, particularly in FAST and ad-supported streaming services lacking such visibility.
This partnership will utilize DoubleVerify’s artificial intelligence Video OmniTag technology and NBCU’s data clean room to offer advertisers a nuanced understanding of content safety and suitability, ensuring their advertising efforts are consistent with their brand values.
Additionally, DoubleVerify offers insights on viewability issues, such as whether TVs are on or off during ad plays, further enriching the data available to advertisers for optimizing their CTV campaigns.
NBCUniversal’s streaming service, Peacock, hosts a diverse range of content, from children’s shows to R-rated movies. Through DoubleVerify’s technology, NBCUniversal will offer advertisers program-level brand safety information, allowing them to align their ad placements with content that meets their standards, without delving into scene-level details.
DoubleVerify CEO Mark Zagorski commented, “Today marks a key shift in streaming measurement and authentication. 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.”
NBCU SVP and GM of Advanced Advertising and Partnership Dominick Vangeli said, “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. 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, with granularity down to the program level.”
