Home Online Advertising DoubleVerify Announces Google Display Network Certification For Ad Verification; Google Says More On The Way

DoubleVerify Announces Google Display Network Certification For Ad Verification; Google Says More On The Way

SHARE:

Ad VerificationHas Google had a change of heart regarding third-party, display ad verification services across its Google Display Network and DoubleClick Ad Exchange? For now, yes.

Today, ad verification and behavioral “i” icon provider DoubleVerify announced that it has received approval to run its services on the Google Display Network (GDN). In the press release, DoubleVerify claims that this is a significant new opportunity as “Verification was previously allowed on GDN inventory purchased directly from Google, but not on GDN inventory bought through Google’s ad exchange, until today.” Read more.

A Google spokesperson confirms the approval of DoubleVerify tech and adds that there are more ad verification solutions on the way:

“We’ve been running a test with DoubleVerify for some time and now they’re certified to run on GDN inventory. For those advertisers who want to use these or similar services, we think that having a choice of providers is a good thing. Without naming anyone specific, this is the same process we follow with all verification companies – a number are in the process of being tested. At the same time, we’re investing in our own cost-free services (including page-scanning technology and significant advertiser controls) to promote the safest possible brand experience on the network.”

DoubleVerify svp of business development, Eoin Townsend, tells AdExchanger.com real-time biddable (RTB) inventory is included: “Our tags are approved for both RTB and non-RTB inventory if you buying through AdSense to GDN (non-RTB) and ADX to GDN (RTB).”

As ad verification companies get and maintain traction with agency clients and trading desks, the ability to run across the growing pool of DoubleClick Ad Exchange RTB’d inventory would appear to be important. For Google, buy-side pressure from agencies and/or marketers to include ad verification solutions may have tipped the scales in favor of allowing third-party ad verification.

It will be interesting to see how the “cost-free” solution provided by Google disintermediates the ad verifiers from their clients, if at all.

By John Ebbert

Must Read

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

FTC Commissioner Mark Meador speaking at the NAD's annual conference in Washington, DC on Sept. 16, 2025. (Photo: Brian O'Doherty)

FTC Commissioner Mark Meador: ‘No Human Society Can Long Survive Without Consumer Trust’

Keeping American kids safe in what FTC Commissioner Mark Meador calls “an increasingly complex and fast-paced technological environment” is a top priority for the agency.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: "Deal ID, please."

Amazon Expands Its Programmatic Integration With SiriusXM

On Tuesday, Amazon DSP announced an expanded integration with satellite radio company SiriusXM.

Rembrand merges with Spaceback

Omar Tawakol Is Merging His AI Startup Rembrand With Spaceback

Rembrand announced that it’s merging with creative automation startup Spaceback to build a unified AI-powered platform for “content-based” CTV, digital video and display.

A comic depicting people in suits setting money on fire as a reference to incrementality: as in, don't set your money on fire!

Retail Media Is Starting To Come To Grips With The Fact That We All Know Nothing

Retail media is entering what might be called its Socratic phase. The closer we to get to understanding an ad campaign’s real impact and business results, the clearer it is that we have no idea how this thing works.