Key Points
- DoubleVerify has partnered with Spectrum Reach to improve transparency and measurement for streaming TV advertising campaigns.
- Spectrum Reach will provide show-level data, giving advertisers insight into the specific programs their ads run alongside.
- The initiative aims to meet growing demand for more-detailed, privacy-safe reporting in connected TV advertising.
DoubleVerify has struck a new partnership with Spectrum Reach aimed at improving transparency and performance measurement across streaming television campaigns, the companies said this week.
As part of the agreement, Spectrum Reach becomes the first participant in DoubleVerify’s Certified Transparent Streaming program, an initiative designed to provide advertisers with more granular visibility into where their ads run within streaming environments.
The collaboration will enable Spectrum Reach to share show-level data tied to its streaming inventory, including programming across news, weather, live sports and business content. That information will be integrated into DoubleVerify’s DV Authentic Streaming TV platform, giving advertisers post-campaign insights into the specific programs their ads appeared alongside.
DoubleVerify said the partnership addresses growing demand from marketers for greater transparency beyond the app-level data typically provided in connected TV advertising.
“Advertisers have made it clear that show-level transparency is not optional — it’s foundational to trust and performance in streaming TV,” said Todd Randak, the General Manager of CTV at DoubleVerify. He added the company expects to bring additional partners into the program in the coming months.
Through the integration, advertisers will gain access to verified reporting within DoubleVerify’s platform, allowing them to evaluate how specific content environments influence campaign outcomes. The companies say this level of insight can help marketers better align media investments with contextual relevance and optimize future ad spending.
Alexander Groysman, the Vice President of Product Management at Spectrum Reach, said the initiative expands transparency beyond identifying which streaming app carried an ad to specifying the exact program. He noted that the company is enhancing its metadata to include more granular signals and integrating those insights into programmatic buying infrastructure.
“We’re bringing show-level transparency to premium streaming inventory, not just telling advertisers which app their ads ran in, but which program they ran alongside,” Groysman said in a statement. “This includes weather reports, local news, live sports and business programming. Spectrum Reach is enriching our content metadata with the granular signals advertisers have been asking for and integrating it directly into programmatic infrastructure. Our partnership with DoubleVerify ensures this transparency is delivered in a privacy-focused, scalable way that drives stronger outcomes for brands.”
DoubleVerify introduced its DV Authentic Streaming TV solution earlier this year, positioning it as a unified offering that combines pre-bid discovery, AI-driven optimization and post-bid measurement across connected TV platforms.
The Certified Transparent Streaming program is built on clean room technology, allowing publishers to share program- and episode-level data in a controlled environment. According to DoubleVerify, the system ensures that sensitive user-level information remains protected, with only aggregated and de-identified data made available to advertisers.
To qualify for certification, publishers must meet standards around data quality, consistency and compliance, and demonstrate the ability to contribute content-level data within a privacy-safe framework.
DoubleVerify said the program is intended to create a more consistent foundation for streaming ad transparency, aligning advertiser expectations for detailed reporting with publishers’ need to safeguard sensitive data while maintaining operational efficiency.
