Equativ has integrated DoubleVerify's media quality measurement tools, including brand suitability and attention metrics, directly into its SSP. This partnership aims to provide programmatic buyers and publishers with enhanced inventory curation and reduced media waste.
This integration signals a shift toward moving media quality controls further upstream into the supply-side platform. By embedding DoubleVerify metrics directly into Maestro, Equativ provides DSPs and publishers with a mechanism to verify brand suitability before an impression is even bid upon, rather than relying solely on post-bid analysis. In a fragmented streaming and digital video market, this level of supply-side intelligence is becoming a requirement for advertisers demanding higher transparency and accountability. Watch for whether this integration leads to a measurable increase in CPMs for Equativ's high-viewability inventory as buyers seek more efficient paths to premium supply.
Equativ has integrated DoubleVerify tools into its Maestro SSP to enable pre-bid brand suitability and attention metrics. This partnership allows media buyers to filter inventory based on historical viewability and contextual alignment before transactions occur, helping to reduce media waste and improve campaign performance across the programmatic supply chain.
The integration allows media buyers to access pre-bid brand suitability and attention metrics directly within the Maestro SSP, enabling them to filter inventory based on viewability and contextual alignment before bidding.
It shifts media quality controls upstream into the supply-side platform, allowing for verification of brand suitability before an impression is bid upon, rather than relying solely on post-bid analysis.
Buyers can prioritize inventory based on historical viewability data and select inventory based on specific page-level content through contextual activation.
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