“Verify everywhere”: DoubleVerify adds pre-campaign insights with $150m OpenSlate takeover

The latest acquisition in adland shows how brands are hungry for data from both sides of their campaigns...

This week, DoubleVerify bought OpenSlate, a pre-campaign contextual targeting platform that lets brands align advertising with suitable or contextually relevant content across social video and CTV. 

The move provides brands with more of an end-to-end solution than offered previously. While both companies provide measurement and fraud detection for advertisers, OpenSlate’s tools are used pre-campaign and DoubleVerify’s tools complement this by being employed post-campaign.

The acquisition will also bolster DoubleVerify’s key growth areas of CTV and social video, including brand safety measurement tools for TikTok, which the platform was previously missing. 

One-stop platforms for brands

The adtech industry is increasingly converging, moving from disparate tools across platforms and devices to offering all-in-one suites to help brands and agencies monitor a fragmented media landscape.

Mark Zagorski, DoubleVerify CEO, says: “Our strategy in support of this mission is to verify everywhere – across channels, formats, platforms and geographies. The combination with OpenSlate fully supports this approach. OpenSlate’s pre-campaign solutions perfectly complement DV’s post-campaign measurement capabilities across CTV and social environments. Integrating the two provides advertisers with unparalleled end-to-end brand safety, suitability and contextual optimisation."

 70 billion dollar industries

Cookie deprecation, concerns about brand suitability and the ongoing decline of traditional measurement solutions in a highly digital ad world have created a challenge for advertisers seeking to better target and measure the impact of their ad spend.

The combination of DoubleVerify and OpenSlate provides a toolset to tackle these challenges – paving the way for continued expansion of social video and CTV advertising, which are expected to grow to $56 billion and $16 billion respectively by 2023. 

Founded in 2012, OpenSlate works with the leading agency holding companies and more than 200 large global brands, including Coca-Cola, Kimberly-Clark, Nestle, P&G, Sony, Unilever, and Volkswagen. 

It’s technology provides insight into the nature and quality of ad-supported content on large, video-driven social platforms, such as Facebook, TikTok and YouTube.  

It also evaluates video for brand safety, suitability and context, and offers pre-activation controls that enable advertisers to effectively target content within their digital media campaigns – protecting brand reputation, driving contextual alignment and delivering outcomes for brands.

Mike Henry, OpenSlate CEO, adds: “Integrating with DV will be a natural evolution for our technology and will accelerate our ability to provide advertisers with comprehensive brand safety, suitability, and contextual solutions across social video and CTV.”

The acquisition of OpenSlate is a cash and stock transaction valued at $150 million and is expected to close this quarter.