DoubleVerify automates walled garden pre-bid controls, slashing activation time 90%

Walled gardens traditionally force a trade-off between scale and granular control, often resulting in stagnant brand safety lists that fail to keep pace with viral content. By automating pre-bid decisions specifically for these environments, DoubleVerify bridges the gap between the transparency of the open web and the massive reach of proprietary video platforms. This move pressures walled garden operators to provide deeper API access for external measurement and signals a shift toward real-time media quality signals in the B2B tech stack. Watch for adoption rates among agencies struggling with the overhead of managing thousands of creator-level exclusions across fragmented social video feeds.

The expansion of third-party suitability controls comes as walled gardens continue to swallow the majority of digital ad spend. Per aidigital.com (April 2025), Google, Meta, and Amazon captured roughly 74% of global digital ad revenue, a concentration that has forced advertisers to accept opaque reporting in exchange for scale. This dominance is particularly pronounced in video, where IAB reports digital video ad spend reached $64 billion in 2024 and is projected to hit $72 billion by 2025. As these platforms consume nearly 60% of all TV and video ad budgets, the pressure for independent verification has intensified to counter the 'scorekeeper and participant' conflict inherent in closed ecosystems.

Simultaneously, the IAB Tech Lab is pushing for broader standardization through its 2025 roadmap. Per IAB Tech Lab (January 2025), the organization is developing 31 new technical specifications, including the 'Ad Format Hero' initiative and updated content taxonomies to eliminate bidstream inefficiencies. These efforts aim to standardize metadata across CTV and social video, potentially simplifying how third-party tools like DoubleVerify’s AdVantage interface with platform-specific content. This technical layering is essential as Gen Z attention shifts; per Deloitte (April 2025), younger consumers increasingly favor user-generated content over traditional pay TV, making real-time, automated brand safety a prerequisite for risk-averse enterprise spend.

DoubleVerify's own financial performance reflects this pivot toward activation-led growth. Per its Q3 2025 earnings (November 2025), the company reported 11% year-over-year revenue growth to $188.6 million, with activation revenue specifically driving results as leading brands seek AI-powered performance tools. In June 2026, the company expanded the AdVantage solution specifically to Meta and TikTok, reporting that early campaigns on TikTok saw a 98% improvement in unique reach and a 59% reduction in suitability incidents, according to MarketScreener (June 2026).