Doubleverify
Out of 1,000 video ad impressions an advertiser pays for, 600 reach nothing, no real humans, no visible screens, or wrong content. DoubleVerify charges 3 cents to verify each one at 80 percent gross margin. A tax on distrust.
An advertiser pays $20 for a thousand video impressions. 300 play on sites with no real viewers. 200 play below the fold where nobody scrolls. 100 play next to content the brand wants no association with. The advertiser paid $20 but received value from only 400 impressions. Double verify exists to block the other 600. Double verify launched in 2008 as an independent verification platform measuring whether each impression was viewable, brand safe and delivered to a real human. The platform processes over 1 billion impressions daily. For each one verified, double verify charges roughly 3 cents. Billions of daily impressions at 3 cents generates over 600 million in annual revenue. The company went public in 2021.
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