DoubleVerify Announces Compliance Solution to Align with 4As, AAF, DMA & IAB Self-Regulatory Program & Guidelines for Online Behavioral Advertising

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DoubleVerify Will Provide an Online Behavioral Advertising Compliance Solution to Marketers, Ad Networks and DSPs and is in Process of Becoming an Approved Provider

DoubleVerify, the pioneer and worldwide leader in online media verification, today announced its support and participation in the self-regulatory program that spans the entire marketing-media ecosystem and is led by the American Association of Advertising Agencies (4A's), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB). The program is promoting the use of the “Advertising Option Icon” to be displayed within or around online advertisements or on Web pages where data is collected and used for behavioral advertising.

DoubleVerify is announcing an Online Behavioral Advertising (OBA) compliance solution that will allow marketers, ad networks and DSPs to easily comply with the new self-regulatory program and principles for online behavioral advertising announced today by the leading online marketing and media trade groups. DoubleVerify is in the process of becoming an approved online behavioral advertising compliance provider. Its solution includes the placement of the advertising option icon, the management of the disclosure information, the link to the opt-out mechanism, as well as detailed evidence and reporting on compliance on the client’s – marketer’s or network’s – behalf.

“DoubleVerify is committed to compliance and accountability. Our work across the ecosystem -- with advertisers, agencies, networks, publishers and DSPs alike – allows us to provide the most robust, simple and easy-to-use set of compliance and verification offerings in the market,” said Oren Netzer, CEO of DoubleVerify. “By giving consumers enhanced control over the collection and use of data regarding their Web viewing, we can build more trust in the market to help evolve and improve online behavioral advertising.”

DoubleVerify’s Online Behavioral Advertising (OBA) compliance offering gives the advertising and media industry the confidence to deliver behaviorally targeted ads while staying well ahead of industry regulations. In response to the FTC, the coalition is driving a self-regulatory program for online behavioral advertising. This requires “notice and choice” icons to be placed on every behaviorally targeted ad.

“We applaud industry-wide efforts by marketers, agencies and media companies to openly communicate with their audiences about behaviorally targeted advertising. Marketers and media companies have an obligation to explain to Internet users the value of online advertising. It is important for technology providers like DoubleVerify to take an active role in this program,” said Randall Rothenberg, President and CEO, IAB.

About DoubleVerify
DoubleVerify ( is the worldwide leader in online advertising verification and the top choice of marketers, agencies, ad networks and publishers looking to ensure brand safety, campaign transparency and regulatory compliance. DoubleVerify verifies over 35 billion advertising impressions per month for hundreds of leading Fortune 500 marketers. DoubleVerify is headquartered in New York City, with engineering offices in Tel Aviv, Israel. Investors in DoubleVerify include Blumberg Capital, Institutional Venture Partners, First Round Capital and Genacast Ventures.

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Anthony Loredo
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