F.Y.I.

DoubleVerify launches AI verification solution to help advertisers manage AI content

November 5, 2025 11:36

Doubleverify (DV) has introduced DV AI Verification™, a new offering designed to help advertisers identify and manage AI agent interactions and avoid low-quality AI-generated content.

The announcement:

DoubleVerify (“DV”) (NYSE: DV), the leading software platform to verify media quality, optimise ad performance and prove campaign outcomes, today announced DV AI Verification™ , a new offering designed to help advertisers identify and manage AI agent interactions and avoid low-quality AI-generated content. The launch marks a major step in DV’s broader investment in AI-focused technologies that enable advertisers to navigate and engage confidently in an increasingly complex AI-driven ecosystem.

Each month, DV analyses nearly 2 billion interactions with both declared and undeclared AI agents – activity assessed through a deep intelligence layer built to enhance transparency, accountability, and performance.

“From declared agents powered by platforms such as ChatGPT, Claude and Perplexity to undeclared, potentially malicious AI bots — as well as emerging personal and retail agents — advertisers are being challenged to navigate a digital ecosystem populated by a new generation of opportunities and threats,” said Mark Zagorski, CEO of DoubleVerify. “Add to that a content landscape increasingly flooded with low-quality, AI-generated material, and marketers are facing a surge of brand suitability concerns and wasted impressions. DV AI Verification™ delivers greater transparency across transactions and stronger content alignment for brands. DV stands apart with an independent, cross-platform technology stack purpose-built to help marketers manage AI agents and AI-impacted environments with confidence.”

DV AI Verification™ will offer an initial series of capabilities when it becomes generally available later this year, with more becoming available in 2026.

DV’s Agent ID Measurement

Building on DV’s leadership in transparency, Agent ID Measurement is an industry-first product that enables advertisers to identify and measure ad engagement with AI-powered chatbots to help maximise advertising ROI. Key analytics will cover both general and sophisticated invalid traffic types, including:

Declared AI bots: Including large language models (LLMs) crawlers recognised by the IAB

Evasive SIVT scrapers: Undeclared scrapers that alter credentials to bypass detection

Automated and agentic AI browsing: Including Atlas and Comet Assistant sessions

Built on DV’s deep expertise in detecting and analysing web traffic, Agent ID Measurement enhances transparency across ad–agent interactions. This release lays the groundwork for future advancements that will strengthen advertising effectiveness within conversational and chatbot environments by enabling advertisers to proactively manage LLM-type messaging.

DV’s AI SlopStopper™

For Open Web: Expands DV’s Gen AI Website Avoidance and Detection tool (launched December 2024) to help advertisers avoid low-quality, AI-generated content and measure media quality across programmatic environments. Pre-bid avoidance is available through DV’s Authentic Brand SuitabilityⓇ across more than 30 major buying platforms, while post-bid measurement data and insights are accessible via DV Pinnacle®, the company’s unified service and analytics platform.

For Social: Launching in early 2026, AI SlopStopper for Social extends this technology to leading social media platforms, helping advertisers avoid content that could dilute brand equity and waste ad spend.

All initiatives underscore DV’s forward-looking approach to equipping advertisers with data and tools to capitalise on consumer engagement opportunities driven by LLMs such as ChatGPT, Anthropic and Perplexity.

DV AI Verification is part of DV’s Media AdVantage Platform, which combines AI-powered media verification, ad optimisation and campaign outcomes measurement to maximise media performance and return on ad spend.