DoubleVerify integrates Fraud, Brand Safety, Contextual, and Viewability capabilities with TabMo’s Hawk DSP platform
LONDON, Friday 23rd October, 2020 – DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, today announced a partnership with Hawk by TabMo, the mobile-first, cross-channel advertising platform, specialising in device ID-centric advertising.
The partnership will see TabMo customers gaining integrated access to DV’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 DV’s 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 Hawk’s DSP using DV’s pre-bid data – enhancing viewable ad delivery, helping to ensure brand safety and suitability, and reducing the risk of fraud.
DoubleVerify and TabMo’s partnership also lets brands execute contextual targeting within their campaigns, and is intended to assist advertisers with compliance with global initiatives like the European Union’s General Data Protection Regulation (GDPR). Moreover, with the recent cookie-deprecation measures taken by Chrome and Safari browsers, DV’s contextual segments answer marketers’ need for effective audience targeting based on interest or intent, as opposed to cookie-tracking.
IPG’s addressable media activation and solutions agency, Matterkind, is a key TabMo partner. Yasmin Andrews, UK Product and Strategy Manager, explains the importance of this integration: “One of our key responsibilities is to ensure that advertising content only ever appears within brand safe and relevant environments. TabMo’s DSP, Hawk, enables us to accurately target specific audiences across connected channels and mobile devices. TabMo’s integration of DoubleVerify within Hawk as another brand safety partner, provides us with even more choice and control over the technology being applied, and strengthens the all-important viewability and brand safety measures we can offer our clients. Access to DV’s contextual targeting tool is another bonus, giving us more control over the content and context in which our clients’ adverts are being seen.”
“Integrating DV’s comprehensive media quality targeting solutions into the Hawk platform will be transformational for the advertising ecosystem. By using our integrated tools, advertisers can marry TabMo’s premium inventory access with the unparalleled insight and controls that DV solutions offer – driving ROI and advertising effectiveness for the world’s largest advertisers,” says Steven Woolway, EVP Business Development at DoubleVerify.
TabMo launched its owned-and-operated platform, Hawk in 2016; it was the first to incorporate in-built creative modules within the user interface itself. Hawk has continued to evolve, today providing advertisers with a truly integrated cross-channel platform that joins the dots between the digital channels through device retargeting, cross-channel messaging and cross-channel attribution.
Chris Childs, UK Managing Director at TabMo added: “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.”
For more information about DoubleVerify’s capabilities for mobile, contact firstname.lastname@example.org.
DoubleVerify is a leading software platform for digital media measurement, data and analytics. DV’s mission is to power the new standard of marketing performance for the world’s largest brands, publishers and digital media marketplaces. DV’s technology provides customers with consistent and impartial data and analytics to optimize the quality of, and return on their digital ad investments. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital advertising ecosystem, helping to build a better industry. Learn more at www.doubleverify.com.
Headquartered in Paris and with offices across Europe and in the US, TabMo’s proprietary platform, HAWK, enables advertisers to execute multi-channel strategies across mobile, audio, digital out-of-home (DOOH) and connected TV (CTV).
Using a wealth of Device ID data to power and execute these strategies, TabMo’s unique proposition is perfectly placed to help retailers recover from the coronavirus lockdown and connect brands with relevant consumers whether they are looking to generate site traffic, undertake brand-building exercises or encourage users back into their stores.
TabMo is able to create bespoke end-to-end strategies for each advertiser and campaign using four key components – Data, Location, Channel and Creative – ensuring that the most relevant users are reached in the most relevant locations with the most engaging formats regardless of the media they are consuming. Using these core components allows TabMo to create strategies that transcend formerly siloed media environments and create greater efficiencies in the process. TabMo is also able to attribute the effectiveness of these strategies in a number of ways including being able to track footfall uplift to stores in real-time through its new and exclusive product, In-Store Impact.
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