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DoubleVerify to acquire OpenSlate

The combination will create solutions for social video and CTV advertisers by marrying OpenSlate’s pre-activation brand suitability and contextual solutions with DV’s post-bid media quality measurement solutions

DoubleVerify, the software platform for digital media measurement, data and analytics, has announced that it has entered into an agreement to acquire OpenSlate, a pre-campaign contextual targeting platform that enables brands to align advertising with suitable or contextually relevant content across social video and CTV.

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The acquisition of OpenSlate is a cash and stock transaction valued at $150 million and is expected to close this quarter.

“DV’s mission is to make digital advertising stronger, safer and more secure, giving global brands clarity and confidence in their digital investments,” said Mark Zagorski, DoubleVerify CEO. “Our strategy in support of this mission is to verify everywhere – across channels, formats, platforms and geographies. The combination with OpenSlate fully supports this approach. OpenSlate’s pre-campaign solutions perfectly complement DV’s post-campaign measurement capabilities across CTV and social environments. Integrating the two provides advertisers with unparalleled end-to-end brand safety, suitability and contextual optimization. No other company will be able to deliver a fully-owned, integrated solution across the leading social and CTV walled gardens.”

OpenSlate’s solutions provide insight into the nature and quality of ad-supported content on large, video-driven social platforms, such as Facebook, TikTok and YouTube. Founded in 2012, OpenSlate evaluates video for brand safety, suitability and context, and offers customers proven “pre-activation” controls to ensure advertisers can effectively target the most appropriate and impactful content. OpenSlate operates across 37 international markets and supports agency holding companies and 200+ large global brands, including Coca-Cola, Facebook, Kimberly-Clark, Pfizer and Unilever.

In a press statement, DV said, “The acquisition will further expand DV’s value to advertisers in social video and CTV, reinforcing coverage while deepening already unmatched product leadership and innovation. OpenSlate’s pre-activation targeting controls combined with DV’s granular post-flight measurement will create the industry’s most comprehensive, end-to-end brand safety, suitability and contextual platform for social video and CTV. By leveraging this unified targeting and quality measurement suite, advertisers can more seamlessly optimise campaigns, maximise consumer engagement and drive ROI.”

“The OpenSlate team is thrilled to join forces with DoubleVerify – an industry-leading, rapidly expanding global organisation with best-in-class media quality and performance capabilities,” said Mike Henry, OpenSlate CEO. “Integrating with DV will be a natural evolution for our technology and will accelerate our ability to provide advertisers with comprehensive brand safety, suitability, and contextual solutions across social video and CTV.”

DV has over a decade of experience building digital transparency and trust in the advertising ecosystem, protecting brand reputation and driving performance.

The press statement further read, “In acquiring OpenSlate, DV brings together two objectives, third-party measurement platforms – both of which are ad-server agnostic, with neither being party to the media transaction or the ad monetization process.”

“We believe that maintaining our independence across the digital advertising ecosystem gives our customers and partners assurance that we are objective, unbiased and independent – with no potential conflicts of interest,” said Zagorski. “As a result, we have built a foundation of trust, transparency and interoperability that is unmatched in the market. The addition of OpenSlate strengthens that reputation and commitment.”

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