DoubleVerify introduces pre-bid video tools for TikTok ads

NEW YORK - DoubleVerify (NYSE: DV), a software platform specializing in digital media measurement and analytics with an impressive 82% gross profit margin and robust revenue growth of nearly 15% over the last twelve months, announced today the launch of new pre-bid video exclusion lists for TikTok. According to InvestingPro data, the company maintains strong financial health with a current ratio of 5.4x, indicating excellent operational efficiency. This tool aims to enable advertisers to proactively avoid placing ads alongside content they consider objectionable, thereby enhancing media quality and campaign performance.

This innovation by DoubleVerify is designed to provide comprehensive coverage and operational efficiency for advertisers on TikTok. The pre-bid controls, which update in near real-time, are intended to offer seamless protection without the need for manual intervention, according to the company’s statement. With these controls, DoubleVerify asserts that advertisers can prevent their ads from appearing next to unsuitable content, reducing media waste and improving return on investment (ROI).

Mark Zagorski, CEO of DoubleVerify, highlighted the importance of aligning ad placement with brand values and the potential for these pre-bid video controls to drive stronger engagement and greater confidence in digital investments.

The technology behind DoubleVerify’s solution is their proprietary AI-powered Universal Content Intelligence classification engine, which analyzes video, image, audio, and text elements. The engine employs a key frame extraction method that focuses on significant moments in the video content for a more efficient and accurate analysis.

DoubleVerify’s pre-bid video controls and insights are accessible through DV Pinnacle®, their unified service and analytics platform, which allows for monitoring and optimization of TikTok ad campaigns. Additionally, DoubleVerify plans to enhance its TikTok dashboard within DV Pinnacle®, providing brands with more transparency and actionable insights for campaign optimization. These updates, scheduled to launch in the coming months, will include top-level pre-bid filtering and content previews for flagged incidents.

The announcement reflects DoubleVerify’s commitment to leveraging AI to enhance media effectiveness for global brands, aiming to support the online advertising ecosystem and the fair exchange between digital media buyers and sellers.

This new offering comes as part of DoubleVerify’s broader suite of digital media performance tools, and the information is based on a press release statement from the company.

In other recent news, DoubleVerify reported its fourth-quarter 2024 earnings, revealing a revenue of $191 million, which fell short of the expected $197 million. Despite this miss, the company experienced a 15% year-over-year growth in total revenue for 2024, reaching $657 million. Analysts from Stifel and Canaccord Genuity adjusted their price targets for DoubleVerify to $20 and $26, respectively, following the earnings report. Stifel maintained a Buy rating, while Canaccord also kept a Buy rating despite the reduced target. Goldman Sachs, however, downgraded DoubleVerify’s stock rating from Buy to Neutral, setting a new price target of $20 due to challenging demand conditions.

JMP Securities remained optimistic, reaffirming a Market Outperform rating and a $20 price target, citing potential growth opportunities in the social media sector. DoubleVerify has also been active in strategic development, launching new solutions on Meta and TikTok, which have attracted significant interest from nearly 200 customers. Despite the setbacks, DoubleVerify’s strategic positioning and new product offerings indicate a focus on long-term growth opportunities, particularly in the social media advertising space.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.