By Marty Swant

DoubleVerify and Integral Ad Science have spent years as rivals focused on brand safety and verification, tasked with protecting the world’s biggest brands from showing up in problematic places. However, as recent reports show, things can slip through the cracks.

Now, they’re moving beyond the open web, using AI offerings — some built internally and some acquired — to compete for new types of advertisers in new ad arenas.

Both companies, which reported earnings late last week, showed off their road map for winning over mid-market advertisers across new channels like social media, CTV, and retail media. They’re also moving beyond the thorny issue of brand safety to try and prove themselves in yet another tricky area: performance and measurement.

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Source:: Digiday

Author: Aaron