Cross-channel advertising platform TabMo has partnered with digital media measurement, data and analytics firm, DoubleVerify to improve media quality for European brand advertisers.
The partnership will see TabMo customers gaining integrated access to DoubleVerify’s pre-bid quality segments, including Fraud, Brand Safety, Contextual, Video Viewability and Display Viewability. In the second phase of this integration, capabilities will expand to include Authentic Brand Safety targeting segment, and at a later date, integrated metrics and Custom Contextual.
As a result of the integration, brands will be able to authenticate and target the inventory available on TabMo’s Hawk DSP using pre-bid data – enhancing viewable ad delivery, helping to ensure brand safety and suitability, and reducing the risk of fraud.
The partnership also lets brands execute contextual targeting within their campaigns, and is intended to assist advertisers with compliance with global initiatives like the EU’s GDPR. Moreover, with the recent cookie-deprecation measures taken by Chrome and Safari browsers, DoubleVerify’s contextual segments answer marketers’ need for effective audience targeting based on interest or intent, as opposed to cookie-tracking.
The TabMo journey has required us to select our partners carefully to ensure we always offer the most advanced and complete solution to our customers. Without full transparency and accurate verification this technology loses value. Partnering with DoubleVerify, both in Europe and the US, is an essential next step. It is truly rewarding to be working with a like-minded business that wants to drive the industry forward.
Chris Childs, UK Managing Director, TabMo