Saturday, December 3, 2022

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    Integral Ad Science and DoubleVerify named as Netflix's measurement partners

    Netflix has named DoubleVerify and Integral Ad Science as its measurement partners ahead of launching its ad tier next month.

    Netflix has struck a deal with the two third-party measurement firms to reassure advertisers that they can offer industry standards. The news was first reported by Ad Age.

    Netflix is gearing up to unveil its ad product in collaboration with its ad tech partner Microsoft, DoubleVerify and Integral Ad Science will be used to tell advertisers where their ad will run and confirm views. 

    Both DoubleVerify and Integral Ad Science mainly measure when an ad is viewed and apply transparency and fraud protections. Buyers will still need additional measurement partners to track a Netflix campaign through to conversion but it is a strong start for the streamer in meeting advertisers demands.

    Marketers recently voiced concerns with The Drum about the streamer’s lack of details about its measurement offering. This deal should reassure advertisers who have questioned Netflix’s pricey $65 CMP without being able to offer basic results. 

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