DoubleVerify acquires OpenSlate and extends leadership in social video

Mark Zagorski, Chief Executive Officer at DoubleVerify

DoubleVerify, a leading software platform for digital media measurement, data and analytics, announced that it has entered into an agreement to acquire OpenSlate.

OpenSlate is a pre-campaign contextual targeting platform that enables brands to align advertising with suitable or contextually relevant content across social video and CTV.

The acquisition of OpenSlate is a cash and stock transaction valued at $150 million.

“DV will make digital advertising stronger, safer and more secure, giving global brands clarity and confidence in their digital investments,” said Mark Zagorski, DoubleVerify CEO.

“Our strategy in support of this mission is to verify everywhere – across channels, formats, platforms and geographies. The combination with OpenSlate fully supports this approach.”

“OpenSlate’s pre-campaign solutions perfectly complement DV’s post-campaign measurement capabilities across CTV and social environments. Integrating the two provides advertisers with unparalleled end-to-end brand safety, suitability and contextual optimization.”

“We deliver a fully owned, integrated solution in the leading social and CTV walled gardens.”

Video is a powerful branding tool

OpenSlate’s solutions provide insight into the nature and quality of ad-supported content on large, video-driven social platforms, such as Facebook, TikTok and YouTube.

OpenSlate evaluates video for brand safety, suitability and context, offers clients proven “pre-activation” controls to ensure advertisers target appropriate and impactful content.

OpenSlate operates in 37 global markets and supports leading agency holding companies and large global brands like Coca-Cola, Facebook, Kimberly-Clark, Pfizer and Unilever.

Cookie deprecation, concerns about brand suitability and the ongoing decline of traditional measurement solutions in a highly digital ad world have created a challenge for advertisers seeking to better target and measure the impact of their ad spend.

The combination of DoubleVerify and OpenSlate provides a comprehensive toolset available to tackle these challenges, paving the way for continued expansion of social video and CTV advertising, which are expected to grow to $56bn and $16bn respectively by 2023.

DoubleVerify to gain a foothold CTV reinforcing coverage

The Acquisition will further expand DV’s value to advertisers in social video and CTV, reinforcing coverage while deepening already unmatched product leadership and innovation.

OpenSlate’s pre-activation targeting controls combined with DV’s granular post-flight measurement will create the industry’s most comprehensive, end-to-end brand safety, suitability and contextual platform for social video and CTV.

By leveraging this unified targeting and quality measurement suite, advertisers can more seamlessly optimize campaigns, maximize consumer engagement and drive ROI.

Mike Henry, the Chief Executive Officer of OpenSlate expounded on this aspect.

“The OpenSlate team is thrilled to join forces with DoubleVerify, an industry-leading, rapidly expanding, a global organization with best media quality and performance capabilities.”

“Integrating with DV is a natural evolution for our technology and accelerates our ability to provide advertisers with brand safety, suitability and solutions for social video and CTV.”

DoubleVerify, a beacon of unbiased metric

DV has over a decade of experience building digital transparency and trust in the advertising ecosystem, protecting brand reputation and driving performance.

Central to its trust is DV’s independence, offering unbiased measurement across leading social, mobile, video, and programmatic platforms to meet the evolving needs of advertisers.

DV brings together two objectives, third-party measurement platforms which are ad-server agnostic with neither being party to media transaction or ad monetization process.

“Our independence in the digital advertising ecosystem gives our clients and partners assurance that we are objective, unbiased and independent, with no conflicts of interest.”

“We have built a foundation of trust, transparency and interoperability that is unmatched in the market. The addition of OpenSlate strengthens that reputation and commitment.”

DV powers media quality and performance everywhere. DV solutions let advertisers protect brand equity, maximize digital investments and drive real business outcomes.

DV capabilities span the entire media transaction, from pre-bid targeting through post-bid measurement and optimization, across devices, formats and platforms.

Neither DoubleVerify nor OpenSlate rely on persistent tracking technologies, for example, third-party cookies or mobile device IDs for example Apple’s IDFA.

For additional information, please refer to the OpenSlate Acquisition investor presentation in the Recent News & Events section of the Company’s investor relations site.

Under the terms of the agreement, DV will acquire OpenSlate in a transaction valued at $150m, consisting of approximately $125m in cash consideration and $25m in DV common stock.

DV will discuss the acquisition’s anticipated contribution to its financial outlook.