DoubleVerify integrates Fraud, Brand Safety, Contextual, and Viewability capabilities with TabMo’s Hawk DSP platform
DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, announced a partnership with Hawk by TabMo, the mobile-first, cross-channel advertising platform, specialising in location-based advertising.
The partnership will see TabMo customers gaining integrated access to DV’s pre-bid quality segments, including Fraud, Brand Safety, Contextual and Display Viewability. In the second phase of this integration, capabilities will expand to include DV’s Authentic Brand Safety targeting, Video Viewability segments, 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.
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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.
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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.”