DV launches attribution measurement and advances Brand Suitability for ChatGPT Ads. DV helps advertisers measure the impact of advertising in ChatGPT across the customer journey while developing brand risk and suitability pilots for conversational advertising. NEW YORK, Oct. 05, 2026 (GLOBE NEWSWIRE) - DoubleVerify ("DV") (NYSE: DV), the leading software platform to verify media quality, optimize advertising performance and prove campaign outcomes, today announced the launch of attribution measurement for advertising on ChatGPT. Advertisers can now incorporate ChatGPT Ads as a touchpoint within the broader customer journey, helping them understand its contribution to outcomes and overall return on ad spend (ROAS). DV and OpenAI are also developing a brand suitability evaluation pilot designed to enable independent partners to collaborate with OpenAI to assess and help inform brand suitability policies and guardrails in a controlled testing environment, without accessing private user conversations. Understanding ChatGPT Ads' Role in the Customer Journey With this announcement, DV enables advertisers to measure ChatGPT Ads alongside their other marketing touchpoints, helping brands understand how the channel contributes to acquisition goals, conversions and overall campaign performance. By incorporating ChatGPT Ads into their attribution measurement, advertisers can evaluate its impact alongside other channels rather than viewing performance in isolation. "Advertisers want to understand not just whether a new channel is performing, but the business impact it's actually driving," said Mark Zagorski, CEO of DV. "By bringing ChatGPT Ads into DV's attribution measurement through DV Rockerbox(TM), marketers can connect engagement on ChatGPT to outcomes and return on ad spend, giving them a clearer view of its role across the customer journey." Early results demonstrate the value of this approach. Weight Watchers added ChatGPT Ads as a new source of member acquisition and used DV Rockerbox to independently measure its performance. ChatGPT's attributed cost per acquisition was 15.3% below Weight Watchers' established benchmark during the measured period, providing an early signal of the channel's potential as the company evaluates increased investment. "As new advertising channels emerge, we need to understand how they contribute to the broader customer journey," said Jake Dmochowski, VP of Growth, Weight Watchers. "DV Rockerbox helped us put ChatGPT Ads performance into context alongside our existing investments, giving us an encouraging early signal and greater clarity as we evaluate how to scale." Advancing Brand Suitability for ChatGPT Ads As part of this announcement, DV and OpenAI are developing a brand risk and suitability evaluation pilot designed to assess conversational context at scale, helping advertisers determine whether ad placements align with their brand suitability preferences. The goal is to give advertisers greater transparency into how those policies and guardrails work while protecting conversation privacy. "Conversational environments are fundamentally different because context is dynamic. What a user asks, how the AI responds and how the conversation evolves can all shape the environment in which an ad appears," added Zagorski. "That requires a new approach to brand risk and suitability. As advertising on ChatGPT scales, advertisers need confidence that their brands are appearing in suitable environments, with context evaluated while user privacy is protected." Together, attribution and brand suitability measurement will address two fundamental advertiser needs: understanding the business impact of their investment and gaining greater confidence in the context in which their brands appear. DV's brand suitability and attribution capabilities are part of the DV Media AdVantage Platform (DV MAP(TM), the full-spectrum media effectiveness platform that combines media verification, AI-powered optimization through DV Scibids AI(TM) and campaign outcomes measurement with DV Rockerbox to maximize media effectiveness and return on ad spend. These capabilities help advertisers drive stronger business outcomes across channels, devices and formats. DoubleVerify ("DV") (NYSE: DV) is the industry's leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By powering media efficiency and performance, DV strengthens the online advertising ecosystem, preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com Legal Disclaimer: EIN Presswire provides this news content "as is" without warranty of any kind. Today in New York do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above.

DoubleVerify's Stephanie Posner named a 2026 AdExchanger Top woman in Media & Ad Tech. Posner recognized as an AI Media Innovator for her leadership in responsible AI, content classification and brand suitability. NEW YORK, Sept. 29, 2026 (GLOBE NEWSWIRE) - DoubleVerify ("DV") (NYSE: DV), the leading software platform to verify media quality, optimize ad performance and prove campaign outcomes, today announced that Stephanie Posner, VP of Policy, Safety & Global Affairs, has been named a 2026 AdExchanger Top Women in Media & Ad Tech honoree in the AI Media Innovators category. The category recognizes women driving meaningful innovation in AI across media and marketing, from pioneering new applications to shaping responsible and effective solutions. Posner is among the 2026 honorees recognized for advancing this work across the industry. At DoubleVerify, Posner leads the global team responsible for the policies and standards underpinning DV's AI-powered brand suitability and contextual offerings. Her work sits at the intersection of AI, policy and media quality, helping ensure that as AI transforms how digital content is created and classified, advertisers have the transparency and controls needed to protect their brands. "AI is fundamentally changing the digital media landscape, creating new opportunities while also introducing questions around quality, transparency and trust," said Posner. "This recognition is especially meaningful because responsible AI isn't just about what the technology can do; it's about making sure we build the right standards around how it is used. I'm incredibly proud of the work our team is doing to bring research, policy and technology together in ways that help advertisers navigate this next phase of digital media with greater confidence." Under Posner's leadership, DV has built a more research-driven approach to AI classification, using advertiser and consumer insights to inform how its policies and technology evolve. Her team's research helped shape DV's AI SlopStopper(TM) and how the company approaches the low-quality AI-generated content category and pre-bid capabilities designed to help advertisers avoid AI slop content that may not meet their quality standards. Posner has helped lead several initiatives designed to strengthen trust across digital advertising. She spearheaded DV's partnership with the Internet Watch Foundation to strengthen protections against highly illicit online content and helped established the News Accelerator(TM) Publisher Council - creating a direct feedback loop between publishers and the verification ecosystem to support more nuanced approaches to brand suitability in news. Posner also engages with policymakers and industry groups on AI and brand suitability policy. Prior to joining DV, she led Monetization Product Policy at TikTok and helped shape Netflix's global content and risk strategy. She holds graduate degrees from Yale University and a BA from Cambridge University. About DoubleVerify DoubleVerify ("DV") (NYSE: DV) is the industry's leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By powering media efficiency and performance, DV strengthens the online advertising ecosystem, preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com.

Can DoubleVerify's (DV) AI push still matter with A buyout pending? Published September 23, 2026 at 9:59 am EDT DoubleVerify (NYSE:DV) heads into its next chapter backed by a sturdy balance sheet, closing out its latest quarter with $210 million in cash and zero debt. That debt-free financial foundation supports ongoing product investments, including second-quarter results showing measurement revenue up 6% to $66.8 million and supply-side revenue expanding 13% to $19.3 million as the two fastest-growing segments of the business. Behind these growth drivers, the company operates with a business model centered on digital media measurement, verification, and analytics, generating high gross margins by providing independent validation across programmatic and social platforms. Its pricing power stems from serving as an indispensable, trusted third-party arbiter for global brands and agencies looking to protect ad spend from fraud and brand safety risks, creating deep platform stickiness that compounds over time as clients integrate its verification metrics directly into their daily media-buying workflows. On September 17, DoubleVerify rolled out Ask Neura, a conversational AI tool built into its DV Pinnacle platform that lets advertisers ask plain-language questions about their campaigns. The timing is notable. Roughly six weeks earlier, DoubleVerify agreed to be acquired by Nielsen, a deal that now sits over every other headline the company puts out. So does a new AI feature even matter for a company whose next chapter is already being written by someone else? A friendlier front door to the data. Ask Neura lets advertisers and agencies query fraud and invalid traffic, brand suitability, viewability, geographic alignment, and attention data using natural language instead of digging through preset reports, spanning social, streaming TV, and the open web. CEO Mark Zagorski framed the goal as surfacing insights users would not have known to ask for, not just answering questions they already had. Jake Li, a trading director at agency Skyrise, said the tool helps his team understand what changed and where to focus next across clients and channels, which is the kind of validation that matters more than a press release quote usually does. The release builds on conversational AI DoubleVerify already added to its streaming TV product in January, and it now covers additional channels. DoubleVerify is also letting clients plug in outside AI tools, including Anthropic's Claude, through the Model Context Protocol, rather than forcing everyone into its own interface. A further piece, the DV Neura Activation Agent, is meant to execute approved campaign changes on its own within guardrails advertisers set, and is expected in the coming months. Underneath the product news, the second-quarter numbers showed measurement revenue up 6% to $66.8 million and supply-side revenue up 13% to $19.3 million, the two fastest-growing pieces of the business. The company also closed the quarter with $210 million in cash and no debt. A core business losing steam. The segment that generates the most revenue is not the one growing. Activation revenue, DoubleVerify's largest category, slipped 1% to $107.7 million in the second quarter, even as measurement and supply-side moved higher. That left total revenue growth at just 3% for the quarter, a modest pace for a company built around a growth story. Then there is the deal itself. On August 6, 2026, DoubleVerify signed a merger agreement to be acquired by Neptune BidCo US Inc., the parent company formed for Nielsen's purchase of the business. As part of that, DoubleVerify suspended its earnings calls and withdrew all previously issued financial guidance for as long as the deal remains pending. That means the company that just launched an ambitious AI roadmap is no longer required to tell the market how that roadmap is actually performing, and investors are left comparing product announcements against numbers that stopped being forecast the same day the merger was signed. What the market is pricing in. Hedge fund ownership slipped from 40 funds to 37 in the most recent quarter, a modest pullback rather than a rush for the exits. Shares carry a forward price-to-earnings ratio of 23.58, as of September 22, a multiple that assumes steady, if unspectacular, earnings growth ahead. Short interest sits at 6.72% of the float, enough to signal a real bear camp without pointing to heavy, crowded skepticism. Where this leaves investors. DoubleVerify keeps shipping product, from Ask Neura to the Activation Agent still in the works, while its largest revenue segment shrinks and its own guidance has gone dark. The bull case rests on measurement and supply-side revenue carrying the business while AI tools deepen how clients use the platform day to day. The bear case rests on activation weakness persisting and a suspended outlook that leaves little to check that story against. For now, the Nielsen agreement is the fact that overshadows both cases, and until it closes or falls apart, DoubleVerify's own product news and its own numbers are being read through that lens first.