DoubleVerify has launched DV Authentic Streaming TV, a product it said will add new layers of content and app-level signals to how advertisers assess and buy advertising on connected TV and streaming services.
The company announced the launch at CES 2026 in Las Vegas. DoubleVerify said the product brings planning, reporting, analytics and optimisation into a single workflow for streaming TV campaigns.
DoubleVerify also confirmed a partnership with IMDb, which it described as a source for movie, TV and celebrity information. The arrangement gives DoubleVerify access to IMDb data under a licensing agreement.
IMDb signals
DoubleVerify said it will use IMDb data to expand the criteria available to advertisers when they set brand suitability and content preferences for streaming TV buys. The company listed genre, maturity ratings, premiere dates, content trends and viewer-approval scores as examples of the data points it will incorporate.
The company said these are "verified program-level signals". It said it will combine them with app-level intelligence. DoubleVerify listed attention indicators and power-state awareness as examples.
Advertisers have increased spending on streaming as viewing shifts away from linear broadcast and paid subscriptions. DoubleVerify cited survey results showing that 83% of Americans use streaming services and that most prefer ad-supported options over higher-priced subscriptions.
At the same time, the company said buyers face limits on transparency and inconsistent reporting across services and devices. DoubleVerify also pointed to uncertainty about whether impressions appeared in premium, TV-like environments.
The company cited its own research which it said found that 15% of connected TV programmatic advertising transactions intended to run across premium streaming environments occur outside of branded streaming players. DoubleVerify said this results in more than USD $1 billion in misplaced spend each quarter.
It also said nearly 70% of marketers report that they cannot justify streaming TV investments without better transparency.
Planning controls
DoubleVerify said DV Authentic Streaming TV includes a natural-language planning agent for pre-bid controls. The company said buyers can describe content preferences and brand goals conversationally and translate them into settings and exclusion controls.
DoubleVerify said the product links these controls to its Authentic Brand Suitability product. It said the approach replaces manual "Do Not Air" workflows with pre-bid enforcement across campaigns.
The company said the product also provides post-bid measurement, including campaign delivery metrics and performance indicators. DoubleVerify said it will surface content-relevance signals in reporting, including the IMDb-derived fields such as genre, maturity ratings, premiere dates, content trends and viewer-approval scores.
DoubleVerify said it normalises reporting across languages and geographies using its global taxonomy. It said this gives consistent measurement across devices, apps and formats.
Optimisation layer
DoubleVerify said the product uses its DV Scibids AI engine for spend optimisation. The company said it can adjust spend towards content that produces stronger reach, relevance and conversion outcomes, based on an advertiser's key performance indicators.
The company also described a drag-and-drop interface for optimisation. It said teams can adjust goals and weights within the tool.
DoubleVerify said DV Authentic Streaming TV builds on earlier work in streaming, including verified pre-bid segments and measurement, "Do Not Air" automation, the Certified Transparent Streaming programme and its support for the Open Measurement SDK for connected TV.
Mark Zagorski, Chief Executive Officer, DoubleVerify, framed the launch as a response to buyer demands in the streaming market.
"The industry has been demanding better transparency and addressability in streaming TV, and today DV is delivering it," said Mark Zagorski, CEO, DoubleVerify.
The company said the product sits within its DV Media AdVantage Platform framework. DoubleVerify described this as a structure that brings verification, optimisation and outcome measurement together.
DoubleVerify said the initial release includes planning, optimisation and select reporting functions available now, with additional functions scheduled to follow as the company continues its rollout.