New Partnership Between the Industry Leaders in YouTube Performance and Measurement Empowers Advertisers to Assess and Optimize for Safety Considerations
BOSTON, MASS – Pixability, (www.pixability.com), the leader in YouTube brand suitability, contextual targeting, and content insights, and DoubleVerify, the leading software platform for digital media measurement and analytics, today announced the launch of a new measurement integration related to brand safety and suitability. The integration lives within Pixability’s BrandShield platform and gives brands and agencies the power to access pre-bid brand suitable YouTube inventory from Pixability, and then measure how that inventory performed in their campaigns using DoubleVerify’s brand safety reporting solution. This partnership will provide a holistic solution for agencies and brands as it is the first to integrate DoubleVerify’s market-leading brand safety insights for YouTube into a video media buying platform. It also makes Pixability’s BrandShield the first industry solution where a brand or agency running self-serve YouTube campaigns can access curated inclusion list inventory (from Pixability), and measure levels of safety from an independent provider (using DoubleVerify), all in one interface.
According to a recent Pixability survey of 177 U.S. Media Buying Agencies, 46% of agencies are currently running YouTube campaigns without the help of a third-party campaign management partner. These agencies are increasingly looking to access contextually relevant, brand suitable inventory on YouTube, while measuring safety levels with the confidence of an objective third party. This new integration in Pixability’s BrandShield combines both functions for self-serve teams on DV360, Google Ads, and PixabilityONE. In addition, advertisers can also leverage the value of this integration via managed services for clients leveraging Pixability for YouTube campaign execution, performance, and insights.
“YouTube has become the most valuable platform for brands and their agencies looking to reach their audiences on digital devices including CTV while ensuring their ads are running adjacent to the most suitable content for their brand,” said David George, CEO of Pixability. “We believe that agency teams managing YouTube campaigns themselves should be able to easily plan and independently verify their campaigns run in appropriate environments, which they now can do with our integrated offering with DoubleVerify.”
Pixability has delivered brand suitable solutions for YouTube for over a decade, patenting its technology in 2012. Last year, the company made its BrandShield technology available to self-serve clients for the first time. This new integrated version of BrandShield delivers brand suitability from Pixability that is certified by Google’s YouTube Measurement Program (YTMP) while also delivering measurement from DoubleVerify, a YTMP-certified provider of brand safety reporting.
“YouTube continues to grow in importance with our clients globally so simplifying the approach to pre-campaign targeting and post-campaign measurement will enable advertisers to maximize the impact of their campaigns with confidence and at scale,” said John Montgomery, EVP Global Brand Safety, GroupM. “This new self-service offering is good for the industry and makes it easier for companies to leverage best of breed technology solutions for brand safety and suitability to focus on what matters most for their video campaigns, performance, and business outcomes”
“The integration between Pixability and DoubleVerify helps close the loop between Planning with Pixability and Verification with DoubleVerify” said Sean Muzzy, President of Matterkind. “You get two different companies making sure that no one is grading their own homework. At the same time, keeping the workflow between planning and measurement in one dashboard will allow our team to make sure they are keeping their campaigns up to date and optimized, and nothing slips through the cracks.”
Pixability is a technology and data company that empowers the world’s largest brands and their agencies to maximize the value of video advertising on YouTube, YouTube on TV, Amazon Fire, and Roku. The company’s industry-leading brand suitability, optimization, and insights solutions are based on 4As and GARM/WFA standards for safety and suitability and are independently verified by the YouTube Measurement Program, DoubleVerify, and other third parties. Pixability’s suite of solutions are used by the top media agencies and brands including Dentsu-Aegis, Havas, Interpublic Group, Omnicom, Publicis, and GroupM, as well as Swatch, Bose, KIND, Hilton, Jack in the Box, and Puma. For more information about Pixability, please visit www.pixability.com.
Silicon Alley Media for Pixability