Unruly, a video adtech company announced the expansion of its brand protection solution to advertisers through a global partnership with Double Verify, a leading digital software platform for media measurement, data, and analytics.
Earlier this year, Unruly’s partnership with Double Verify was extended to the U.S., is now being rolled out across multiple markets worldwide, including the U.K.
What Is The Deal About:
As a part of the deal, Double Verify’s fraud-filtering solution will be implemented pre-bid across Unruly’s omnichannel marketplace UnrulyX will ensure that all brands and ad agencies’ ads are delivered in a brand-safe environment irrespective of the device or formats. Unruly X has access to more than 2,700 direct publishers globally.
Fraud activity is increasing in Connected TV. Recently, Double Verify provided its fraud-filtering solutions to Connected TV (CTV) and tracked a 120% increase in fraudulent CTV and mobile apps — with over 500,000 fraudulent CTV devices detected per day.
The two-year partnership also covers Unruly’s sister brand Tremor Video, a leading programmatic video, and advanced TV platform. Double Verify is the verification partner for of all Tremor’s international activity. Unruly is also the founding member of WFA’s Global Alliance for Responsible Media which works with the world’s biggest advertisers and agencies to institutionalize cross-industry standards and approaches towards brand safety.
Unruly’s brand safety solution, UnrulyX Shield is industry-recognized and certified by DAA and TAG.
What They Have To Say:
Steven Woolway, EVP of business development, DoubleVerify said,
“Unruly has distinguished itself as one of the true innovators in the advertising technology space. I applaud the measures they have taken to create a high-quality marketplace, and I’m proud of the role that DV plays in ensuring inventory is fraud-free.”
Hilary Goldsmith, Unruly’s chief customer officer said,
“DoubleVerify’s proven reputation among our clients, coupled with its comprehensive CTV fraud filtering solution, gives us confidence that this partnership will provide brands with the safest environment for reaching and engaging consumers.”