DoubleVerify Powers Viewability Solution for Advertiser Campaigns Maximizing Impressions

New York and San Francisco, Calif. – (June 12, 2013) DoubleVerify and, a Valassis (NYSE:VCI) Digital Company, have announced an exciting alliance in addressing viewable impression measurement. DoubleVerify, the worldwide leader in online media transparency, accountability and performance, and, a leading provider of digital media solutions, have teamed up to bring a more efficient and effective targeting solution for online brands. The incorporation of DoubleVerify’s ad viewability product ViewAssure into’s decisioning algorithm makes their targeting platform even more intelligent and drives increased performance for advertisers.

“We have integrated with DoubleVerify ViewAssure for every impression we serve enabling smarter buying and delivery decisions that use viewability to increase performance across our campaigns,” says John Farrar, President and General Manager, “The focus on ad viewability fits well into the commitment of making sure every impression we serve reaches the target audience in a high quality environment. Our focus and digital platform are built to drive consumers into stores through efficiency, reach and engagement; this integration ensures we are doing this in the most accountable means possible.”

The DoubleVerify and collaboration builds on the recent Interactive Advertising Bureau (IAB) 3MS “Making Measurement Make Sense” initiative which endorsed viewability as the future for digital campaign measurement. IAB’s 3MS is the leading organization as the display advertising industry moves to a universal viewable impressions standard coupled with audience measurements. Together, DoubleVerify and are focused on demonstrating how DoubleVerify solutions for media sellers can be used to build a better industry for all and drive display advertising forward.

“Each online impression has one and only one opportunity to impact a consumer. DoubleVerify provides insights into the multiple dimensions of impression quality including viewability,” says Mark Pearlstein, SVP sales and marketing at DoubleVerify. “The integration of DoubleVerify’s ViewAssure solution into ad server decision logic brings viewability data to a new level by enabling optimization at the user level, in near real-time, maximizing ROI for advertisers spend online. Today’s announcement strengthens’s robust supply chain management capability as the market shifts to use viewability as a core KPI for online media campaigns.”

According to IAB guidelines, an ad must be at least 50% viewable on the screen for at least one second to be considered “viewed.” ViewAssure goes above and beyond these standards by measuring Brand Exposure Duration (BXD) in multiple increments of five seconds, allowing in-depth analysis of the entire impression life-cycle. ViewAssure is accredited by the Media Ratings Council (MRC).

About DoubleVerify

DoubleVerify is a leading software platform for digital media measurement, data, and analytics. DV’s mission is to be the definitive source of transparency and data-driven insights into the quality and effectiveness of digital advertising for the world’s largest brands, publishers and digital ad platforms. DV’s technology platform provides advertisers with consistent and unbiased data and analytics that can be used to optimize the quality and return on digital ad investments. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital advertising ecosystem, helping to build a better industry. Learn more at

About, a Valassis Digital Company, uses the most precise targeting technology – delivering probability over possibility and action over exposure. is Re-Imagining Reach™ for its global clients integrating offline and online data to provide the best targeted reach in the digital industry. With advertisers are empowered to reach their target audiences at scale, across quality, high-impact display, video and mobile environments. consistently achieves the campaign objectives that matter most to brand advertisers, proving success through online engagement, awareness and offline purchase.

About Valassis

Valassis (NYSE: VCI) is a leader in intelligent media delivery, providing over 15,000 advertisers proven and innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. Valassis subsidiaries include, a Valassis Digital Company, and NCH Marketing Services, Inc. Valassis consumer brands include RedPlum® and Its signature Have You Seen Me?® program delivers hope to missing children and their families. To learn more, visit

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