DoubleVerify acquires Zentrick
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Editor
| 21 February 2019

Aiming to fix what it believes is a breakage in the video ad delivery chain, marketing measurement software and analytics technology provider DoubleVerify has acquired ad-tech middleware solutions firm Zentrick.

Explaining its acquisition, DoubleVerify says that currently over 30% of video ads that are sold are unable to be delivered by publishers due to various forms of technical ‘breakage’ in the ad delivery chain which results from incompatibility of multiple playback standards and latency delays in the video ad load. DoubleVerify notes that this is an issue particularly acute in the key areas of mobile and connected TV.

Zentrick’s middleware is said to be able to reduce video breakage by more than 50%, by shortening load times and eliminating multiple forms of latency that can prevent a video ad from delivering, thus maximising performance for advertisers and revenue yield for publishers. The software is also attributed with enabling publishers to detect and resolve issues behind breakage as they occur. Zentrick middleware is also designed to eliminate the technical overhead and latency associated with supporting multiple third-party data integrations such as measurement, attribution and audience providers.

“DV’s mission is to power the new standard of marketing performance, giving advertisers clarity and confidence in their digital investment,” said DoubleVerify CEO Wayne Gattinella. “Eliminating ad breakage has a direct effect on the performance of online advertising that will resonate throughout the ecosystem.”

The Zentrick engineering teams will continue to operate from offices in Ghent, Belgium.