By Mark Zagorski, CEO, DoubleVerify
AI is changing advertising at extraordinary speed. It is reshaping how the industry operates, how teams access data, how decisions are made and how quickly insight can become action.
But even as AI changes how advertising works, brands’ goals remain the same: reach real people, protect brand equity, maximize campaign performance and prove impact with transparency, trust and control.
AI does not change what advertisers need most. It raises the standard for who can deliver it.
In this new era, trusted AI requires more than speed. It requires earned data, specialized intelligence, deep integrations and years of real-world advertising experience.
That is why legacy matters.
Legacy Means Advertising Intelligence at Scale
AI is only as powerful as the data behind it. At DV, last year we measured 9.5 trillion digital media transactions, representing more than 400 terabytes of advertising data every day. And that volume is only growing as we continue to expand across social and emerging AI platforms and cover more global markets.
This is not generic data. It is proprietary advertising intelligence earned at scale through years of direct observation across channels, formats, platforms and markets. That kind of data cannot be assembled overnight. And when fueling AI, earned data matters.
Advertising requires specialized classification intelligence that can interpret nuance across text, image, video, audio and speech, paired with technology that is fast, precise and grounded in how advertising actually works. At DV, that means using a scalable, hybrid architecture that combines large language models, machine learning and deterministic rules, applying each where it delivers the greatest value, enabling massive coverage while maintaining realistic costs for all stakeholders. It’s easy to be distracted by buzzy stage shows featuring an “all AI cast” but in reality those approaches will struggle to move beyond the test stage, because they cannot realistically scale at a cost that is digestible to anyone in the value chain.
It also requires systems that understand the broader advertising ecosystem, from media quality, AI slop and fraud to performance optimization, attribution and outcomes.
That is the power of legacy.
It creates pattern recognition and specialized understanding, giving AI the foundation to help advertisers act with confidence, not just speed.
Legacy Is the Engine of Innovation
At DoubleVerify, legacy is an earned advantage. It is 18 years of building for the most complex, consequential and fast-moving parts of digital advertising: protecting media investment, improving performance, measuring outcomes and helping brands navigate constant change with clarity and confidence.
It is the technical foundation, customer insight and ecosystem relationships that allow DV to keep innovating as the industry changes.
We have seen advertising transform again and again. Programmatic changed how media was bought. Mobile changed where consumers spent their time. Social platforms changed how brands engage with culture, creators and communities. Streaming TV redefined premium video. Retail media connected media investment more directly to commerce. New platforms, formats and expectations for proving impact continue to reshape the ecosystem.
Across these shifts, DV has pioneered products and solutions including DV Authentic Brand Suitability®, DV AI Verification™, DV Authentic AdVantage™ and DV Authentic Streaming TV™, helping advertisers move forward with greater transparency, accountability and confidence. Built on deep integrations across the open web, social platforms and streaming TV environments, DV gives advertisers trusted coverage everywhere they invest.
Through every wave of change, advertisers have needed trusted partners to help them move forward with confidence. DV has built that trust into innovation advertisers can use.
Legacy Builds the Future
But legacy is more than what has been built. It is the ability to build what comes next.
That is why we created DV Neura™.
DV Neura is the cognitive engine powering artificial intelligence across the DV Media AdVantage Platform (DV MAP™). It enables seamless access to data and insights through open agentic protocols and specialized agents, connecting intelligence to action across the campaign lifecycle, all in service to our customers.
Designed for the next era of advertising, DV Neura helps brands make faster, smarter and more confident decisions across media quality, performance optimization and outcomes measurement.
That is the power of legacy: the ability to transform years of learning, building and proving into momentum for the future.
In the AI era, legacy is a superpower.
