Unruly Expands Brand Protection Suite For Advertisers Through Global DoubleVerify Partnership

LONDON — Video ad tech company Unruly announced it has expanded its brand protection solution through a global partnership with DoubleVerify, a leading software platform for digital media measurement, data and analytics. Unruly’s partnership with DoubleVerify, which was extended in the US earlier this year, is now being rolled out across multiple markets worldwide, including the UK.

As part of the deal, DoubleVerify’s fraud-filtering solution will be applied pre-bid across Unruly’s omnichannel marketplace UnrulyX, allowing Unruly to continue ensuring all brands and agencies’ ads are delivered in brand safe environments, regardless of device or format, backed by a fraud-free guarantee.    

DoubleVerify’s fraud-filtering capabilities will include Connected TV (CTV), where fraud activity is on the rise. DoubleVerify recently tracked a 120% increase in fraudulent CTV and mobile apps — with over 500,000 fraudulent CTV devices detected per day.  

“Unruly has distinguished itself as one of the true innovators in the advertising technology space,” said Steven Woolway, EVP of Business Development, DoubleVerify. “I applaud the measures they have taken to create a high-quality marketplace, and I’m proud of the role that DV plays in ensuring inventory is fraud-free.”

“DoubleVerify’s proven reputation among our clients, coupled with its comprehensive CTV fraud filtering solution, gives us confidence that this partnership will provide brands with the safest environment for reaching and engaging consumers,” said Hilary Goldsmith, Unruly’s Chief Customer Officer.  

The two-year partnership also extends to Unruly’s sister brand, Tremor Video, the leading programmatic video and advanced TV platform, positioning DoubleVerify as the holistic verification partner for all of Tremor International’s activity.  

Unruly, part of Tremor International, is also a founding member of the WFA’s Global Alliance for Responsible Media, which works with the world’s biggest advertisers, agencies and media platforms to institutionalise cross-industry standards and approaches when it comes to brand safety.  

Unruly’s industry-recognised brand-safety solution, UnrulyX Shield, includes certifications from DAA and TAG, while its marketplace UnrulyX — which has access to more than 2,700 direct publisher relationships globally, including exclusive video access to more than 50 News Corp titles – is also independently audited by ABC against JICWEBS’ Good Practice principles and anti-fraud guidelines.  

To learn more, visit https://unruly.co/for-advertisers/brands-and-agencies/#our-brand-protection-promise  

About Unruly  


Unruly wins minds and steals hearts through the power of our data-driven, omnichannel marketplace. Part of the Tremor International group (AIM: TRMR), we use emotional data to deliver brand-safe, awesome advertising to more than 1.2bn people around the world.  

With more than 2,700 direct publisher relationships globally, and exclusive video access to more than 50 News Corp titles, Unruly delivers premium supply across all screens and ad formats at scale.     

Founded in 2006, Unruly was the first vendor to bring emotional intelligence to video advertising.   

Unruly is committed to raising standards in digital marketing and is a founding member of the WFA’s Global Alliance for Responsible Media. We’re connected to the world’s biggest DSPs and work with 95% of AdAge top 100 brands.   

Unruly was acquired by Tremor International, a global leader in advertising technologies, in January 2020.  

About DoubleVerify 

DoubleVerify is a leading software platform for digital media measurement, data and analytics. DV’s mission is to be the definitive source of transparency and data-driven insights into the quality and effectiveness of digital advertising for the world’s largest brands, publishers and digital ad platforms. DV’s technology platform provides advertisers with consistent and unbiased data and analytics that can be used to optimize the quality and return on 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.


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