DoubleVerify uses IMDb data to solve streaming's content transparency problem

This launch transitions CTV advertising from opaque, app-level buying to granular, program-level accountability equivalent to linear TV. By standardizing metadata through IMDb and utilizing clean room technology, DoubleVerify is lowering the barrier for brands that previously hesitated to scale streaming budgets due to brand safety concerns. The partnership with Charter suggests a shift toward transparency as a competitive requirement for inventory sellers rather than a premium add-on. Watch for other major vMVPDs and FAST providers to join the 'Certified Transparent Streaming' program to avoid losing spend to more open ecosystems.

The demand for show-level transparency has reached a critical tipping point in 2026. Per a Gracenote study from May 2026, 86% of U.S. media planners stated they would shift more linear TV budgets to CTV if show-level targeting and reporting were consistently available. Currently, the lack of standardized metadata remains a significant roadblock; separate Gracenote research from June 2025 indicated that only 14.3% of programmatic sports inventory included league-level information, leaving advertisers unable to verify if their ads reached intended audiences during specific events.

Industry organizations are responding with new technical frameworks to bridge this gap. Per AdtechRadar in December 2025, the IAB Tech Lab recently updated the Open Measurement SDK for CTV to include device attestation, aimed at combating the 140% surge in CTV fraud schemes reported by DoubleVerify in May 2026. These technical upgrades allow verification partners to more accurately measure viewability and ensure that ads are delivered on legitimate devices rather than through spoofed server-side ad insertion (SSAI) sessions.

Competitive pressure is also mounting as other measurement giants launch rival products. Per The Drum in January 2024, GroupM’s 'Ad Innovation Accelerator'—which includes Disney, NBCUniversal, and Roku—has been working to standardize ad formats and metadata signals to simplify cross-platform buying. Additionally, Nielsen’s Gracenote Content Connect, launched in late 2025, provides a direct alternative for SSPs and DSPs seeking standardized program-level IDs. As digital video is projected to command 70% of total TV spend by late 2026 according to IAB reports, the winners in this space will be the platforms that can provide the most robust, independently verified proof of placement.