""Both companies are leveraging AI to capture new advertisers across various channels, moving beyond traditional brand safety issues to focus on performance and measurement.""
""In a recent call, DV CEO Mark Zagorski declared 2025 a 'transition year,' indicating a strategic pivot towards developing new capabilities and tools for advertisers.""
DoubleVerify and Integral Ad Science have transformed from competitive rivals into innovators utilizing AI technologies to capture new mid-market advertisers in multiple channels, including social media and CTV. Their recent earnings revealed distinct growth trajectories, with DoubleVerify experiencing a dip after missing expectations, while IAS's positive performance prompted a stock rise. Both companies aim to move beyond brand safety issues, focusing on performance measurement as a key competitive differentiator in the evolving advertising landscape, as they adapt to emerging market needs and technologies.
Read at Digiday
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