DoubleVerify

DoubleVerify built its business around a problem that advertisers discovered was costing them billions annually: the ad industry's chronic inability to verify whether digital ads were actually seen by real humans in the placements where they were supposed to appear. Founded in 2008, the company developed measurement technology to audit viewability — whether an ad was in the browser viewport long enough to potentially be seen — and brand safety, verifying that ads did not appear next to content inappropriate for the advertiser's brand. DoubleVerify went public in 2021, with major advertisers, agencies, and ad tech platforms integrating its measurement as a standard quality layer.

The platform operates through JavaScript tags wrapped around ad creative, which fire measurement signals as the ad loads and tracks viewability duration in real time. Those signals flow to DoubleVerify's backend where they are scored against viewability standards, fraud signatures, and brand safety criteria. Advertisers access campaign-level quality metrics — in-view rate, fraud rate, brand safety rate — through the DV dashboard and through integrations with DSPs, ad servers, and social platforms including The Trade Desk, DV360, and Meta. Media quality guarantees underpin some advertiser contracts, making reported metrics financially consequential beyond analytics.

When DoubleVerify infrastructure has problems, the measurement gap affects both the advertiser's visibility into campaign quality and the downstream business decisions built on that data. Measurement tags fail to fire for impressions during the outage window, creating unmeasured inventory gaps — those impressions appear in campaign delivery data but are absent from DV quality reporting, producing artificially deflated in-view rates and inflated fraud rates as the denominator drops. Advertiser dashboards show stale metrics rather than real-time data, preventing optimisation decisions during active campaign flights. Brand safety blocks stop applying when the blocking layer loses connectivity to the DV classification engine, potentially allowing ads to serve against content that would normally be flagged.

Outage.gg tracks DoubleVerify platform status using real-time community reports from advertisers and ad operations teams. If measurement tags are not firing, dashboard data is stale, or brand safety is not applying, the live status page shows current impact.