DoubleVerify (DV) J.P. Morgan 54th Annual Global Technology, Media and Communications Conference summary

Evolving role in digital advertising

• Shifted from open web trust layer to deep integration with walled gardens, addressing increased opacity in platforms like Meta, TikTok, and YouTube.

• Third-party verification is increasingly vital as platforms deploy black box optimization tools, with higher adoption rates among advertisers using these solutions.

• Measurement and activation tools are now both available on major platforms, creating a virtuous cycle that drives growth and customer penetration.

Growth drivers: Social, CTV, and AI

• Social measurement and activation are key growth catalysts, with Meta alone representing a $40M+ business and social activation growing over 90% year-over-year.

• TikTok and YouTube are expanding but remain smaller compared to Meta; YouTube is bundled with optimization solutions for further growth.

• CTV measurement grew 28% in Q1, driven by new product launches like Verified Streaming TV and improved attach rates for pre-bid solutions.

• AI presents three main opportunities: combating AI-generated content and fraud, enabling agentic buying verification, and supporting ad monetization in LLMs.

Market penetration and customer focus

• Currently focused on enterprise clients, with significant under-penetration among the largest advertisers and room to expand within existing accounts.

• Mid-market and self-serve opportunities exist via integrations with demand-side platforms, but enterprise remains the priority.

• Only about half of the largest advertisers are engaged, indicating substantial growth potential.