What is Sales and Marketing Strategy of DoubleVerify Company?

DoubleVerify Bundle

Get Full Bundle:

	PESTLE	$15	$10
	5 FORCES	$15	$10
	BCG	$15	$10
	CANVAS	$15	$10
	4P's MIX	$15	$10
	SWOT	$15	$10

TOTAL:

ADD TO CART

How does DoubleVerify drive sales and marketing?

DoubleVerify's approach to sales and marketing is deeply intertwined with its mission to bring transparency and accountability to digital advertising. By focusing on solving critical industry problems like ad fraud and ensuring brand safety, the company has built a strong foundation for its go-to-market strategy.

The company's evolution into a comprehensive media effectiveness platform, powered by AI, allows it to offer sophisticated solutions that resonate with global brands seeking to optimize their digital ad spend and protect their reputation. This strategic positioning is key to its market success.

DoubleVerify's sales and marketing strategy centers on educating the market about the importance of media quality and verification. They highlight how their solutions, such as the Generative Artificial Intelligence (GenAI) Website Avoidance & Detection solution launched in December 2024, directly address emerging threats in the digital landscape. This proactive stance, coupled with a focus on data-driven insights, forms the core of their outreach. Their efforts aim to demonstrate tangible value, showing how their technology can improve campaign performance and safeguard brand integrity. Understanding the broader market context, including factors analyzed in a DoubleVerify PESTEL Analysis, further refines their strategic messaging and product development.

DoubleVerify's sales strategy centers on a direct sales model, fostering deep client relationships. This approach allows them to offer customized digital media measurement and analytics solutions to a broad customer base.

Direct Sales Engagement

The company directly engages with advertisers, agencies, publishers, and ad tech firms. This direct interaction ensures tailored solutions for digital media measurement and analytics needs.

Broad Customer Base

DoubleVerify serves over 2,000 customers across key industry sectors. These include consumer packaged goods, financial services, telecommunications, technology, automotive, and healthcare.

Key Customer Metrics

In 2024, the company reported 110 customers each generating at least $1 million in annual revenue, up from 93 in 2023. No single customer accounted for more than 10% of total revenue.

Ecosystem Integration

DoubleVerify emphasizes integration across the digital advertising ecosystem, including 'walled gardens'. This positions them as a unified currency for media quality across platforms.

DoubleVerify's sales and marketing strategy is deeply intertwined with its product development and market positioning. The company's focus on providing a single, independent currency for media quality across both open internet and walled garden environments is a cornerstone of its appeal. This strategy is further bolstered by strategic partnerships and product enhancements, driving customer acquisition and retention.

Strategic Partnerships and Product Expansion

Key partnerships and product integrations are vital to DoubleVerify's sales approach. These collaborations enhance the activation of media quality data for programmatic buyers.

• Integrations with major platforms like Google Ad Manager are in place.
• Planned rollouts with Criteo and Index Exchange are underway.
• The strategy includes product upsells and international expansion.
• Acquiring new enterprise clients is a significant growth driver.

The company's go-to-market strategy is multifaceted, aiming for global market share growth through various initiatives. These include expanding into new territories, securing new enterprise clients, and encouraging existing customers to adopt more of their offerings. This comprehensive approach is reflected in strong customer retention and expansion metrics, indicating the effectiveness of their sales and marketing efforts. The acquisition of Rockerbox in March 2025 for $82.6 million net of cash, for example, is designed to bolster performance attribution capabilities and create new cross-selling opportunities. This aligns with their overall business strategy to provide a more complete measurement solution.

Customer Retention and Growth

DoubleVerify demonstrates strong customer loyalty and expansion, evidenced by its Net Revenue Retention (NRR) of 112% in 2024. This metric highlights the company's success in growing revenue from its existing customer base.

• The company's growth strategy focuses on increasing value for existing clients.
• This includes offering new products and expanding services.
• The acquisition of Rockerbox is expected to enhance cross-sell opportunities.
• Understanding the company's journey provides context; read more in the Brief History of DoubleVerify.

DoubleVerify SWOT Analysis

• Complete SWOT Breakdown
• Fully Customizable
• Editable in Excel & Word
• Professional Formatting
• Investor-Ready Format

GET TEMPLATE ➔

The company employs a robust marketing strategy focused on digital channels to build brand awareness and generate leads. Their approach emphasizes thought leadership and data-driven insights to attract and retain clients in the digital advertising space.

Content Marketing and Thought Leadership

Regularly publishing industry insights, such as the '2025 Global Insights: North America Report,' positions the company as a leader. This report, analyzing over a trillion impressions, highlights critical trends like a 101% year-over-year surge in bot fraud in North America during 2024.

Product Innovation Promotion

Announcements of product innovations, like the Generative AI Website Avoidance & Detection solution in December 2024, address marketer concerns. This is particularly relevant as 54% of marketers in their 2024 Global Insights Trends Report believed AI negatively impacts media quality.

Digital Advertising and Email

Digital advertising and email marketing are key channels for distributing these insights and product updates. This ensures broad reach among target audiences within the advertising ecosystem.

Strategic Platform Integrations

Highlighting integrations with major platforms, such as expanding brand safety coverage on TikTok to over 64 markets by early 2025, is a crucial marketing message. Measurement on Snap also serves as a key outreach point for advertisers.

Acquisition Integration

The acquisition of Scibids in August 2023, an AI-powered optimization solution, is a central marketing theme. This showcases a strategic shift towards performance-oriented offerings beyond traditional verification services.

Data-Driven Customer Engagement

Integral to their business, data-driven marketing and customer segmentation are core to their operations. This aligns with their mission of providing data and analytics to help advertisers optimize campaigns.

Investor Relations and Transparency

The company's investor relations website acts as a vital hub for financial results, presentations, and news. This commitment to transparency effectively engages financially-literate stakeholders and supports its overall business strategy. Understanding this is key to grasping the Growth Strategy of DoubleVerify.

• Leveraging digital advertising and email marketing for broad reach.
• Emphasizing thought leadership through data-backed reports and product launches.
• Showcasing strategic partnerships and platform integrations to attract advertisers.
• Integrating acquisitions like Scibids to highlight performance-oriented solutions.
• Utilizing data-driven marketing and customer segmentation for campaign optimization.
• Maintaining transparency through investor relations for stakeholder engagement.

DoubleVerify PESTLE Analysis

• Covers All 6 PESTLE Categories
• No Research Needed – Save Hours of Work
• Built by Experts, Trusted by Consultants
• Instant Download, Ready to Use
• 100% Editable, Fully Customizable

GET TEMPLATE ➔

DoubleVerify positions itself as the premier media effectiveness platform, utilizing AI to enhance global brand outcomes. Its core message emphasizes creating more effective, transparent, and secure digital ad transactions, ensuring fair value for all parties involved in digital media exchanges.

Industry Leadership Through AI

DoubleVerify leverages artificial intelligence to establish itself as the leading media effectiveness platform. This AI integration drives superior results for brands worldwide by ensuring ad quality and performance.

Transparency and Security Focus

The company's central promise is to foster more effective, transparent, and secure digital ad transactions. This commitment aims to preserve the integrity of the value exchange between digital media buyers and sellers.

Unbiased Data as a Differentiator

A key differentiator for DoubleVerify is its provision of unbiased data and analytics. Hundreds of Fortune 500 advertisers rely on this independent verification to guarantee campaign quality and effectiveness.

Addressing Industry Challenges

In an industry challenged by ad fraud, brand safety concerns, and viewability issues, DoubleVerify's independent third-party verification serves as a crucial unique selling proposition.

DoubleVerify's brand appeal to advertisers, agencies, publishers, and ad tech companies is built on the promise of enhanced transparency, accountability, and optimized media investments. The company's technology verifies that advertisements are viewable, free from fraud, and placed in brand-safe environments. This focus on innovation, including AI-driven solutions and expansion into areas like Connected TV (CTV) and social media, solidifies its position as a forward-thinking leader. While specific awards from 2024-2025 were not detailed, strong customer trust is evidenced by consistent revenue growth and high gross revenue retention rates, exceeding 95% from 2022-2024, with 100% retention among its top 75 customers. The company maintains brand consistency across all communications, reinforcing its mission and value proposition. DoubleVerify actively adapts to market shifts and competitive pressures by continually enhancing its product offerings and integrating with new platforms, demonstrated by its GenAI protection and Meta activation initiatives. This proactive approach is central to its Marketing Strategy of DoubleVerify.

Target Audience Appeal

The brand resonates by promising increased transparency, accountability, and optimized media investments for advertisers, agencies, publishers, and ad tech firms.

Core Technology Promise

DoubleVerify's technology ensures ads are viewable, fraud-free, and appear in brand-safe and suitable environments, directly addressing key advertiser concerns.

Commitment to Innovation

The company reinforces its leadership through a focus on AI-driven solutions and strategic expansion into growing areas like CTV and social media.

Customer Trust Indicators

Strong customer retention, with over 95% gross revenue retention from 2022-2024 and 100% retention of top clients, signifies high customer satisfaction.

Brand Consistency

DoubleVerify maintains a consistent brand message across all platforms, reiterating its mission and value proposition to stakeholders.

Adaptability and Expansion

The company actively responds to market dynamics by expanding its product suite and integrating with new platforms, such as its GenAI protection and Meta activation efforts.

DoubleVerify Business Model Canvas

• Complete 9-Block Business Model Canvas
• Effortlessly Communicate Your Business Strategy
• Investor-Ready BMC Format
• 100% Editable and Customizable
• Clear and Structured Layout

GET TEMPLATE ➔

DoubleVerify's sales and marketing strategy is heavily focused on showcasing its evolving capabilities beyond traditional verification. Key campaigns highlight its transition to a performance-oriented platform, emphasizing enhanced media quality and campaign outcomes for advertisers.

'Authentic AdVantage' and 'Performance AdVantage' Launch

These offerings mark a strategic shift, positioning the company as a comprehensive solution provider for advertisers seeking both quality assurance and improved campaign results.

Social Media Platform Expansion

Efforts in 2024 and early 2025 focused on expanding brand safety and suitability across major social platforms, including Meta and TikTok.

AI-Powered Optimization Integration

The integration of AI capabilities, particularly through the acquisition of Scibids AI, is a central theme, demonstrating a commitment to advanced campaign optimization.

Data-Driven Communication

Campaign messaging consistently emphasizes tangible benefits such as enhanced media quality, fraud prevention, and improved campaign performance, communicated through various industry channels.

The DoubleVerify sales strategy is clearly geared towards demonstrating value beyond basic verification, aiming to capture a larger share of advertiser spend by offering solutions that directly impact campaign performance. This is evident in their proactive expansion into high-growth social media environments and the integration of advanced AI for optimization. The company's approach to digital advertising sales is evolving to meet the complex needs of modern advertisers, as detailed in the Revenue Streams & Business Model of DoubleVerify article. This strategic pivot is designed to drive both customer acquisition and revenue growth.

Meta Platform Expansion

Content-level avoidance for Meta's Facebook and Instagram Feeds and Reels saw 20 customers activated within two months of its pre-bid suitability solution launch.

TikTok Brand Safety Coverage

Brand safety and suitability coverage on TikTok was expanded to over 64 international markets, addressing critical advertiser needs in this growing space.

Snapchat Measurement Introduction

Measurement capabilities were introduced on Snapchat, further broadening the company's reach and data provision across key social platforms.

Scibids AI Adoption

By Q1 2025, over 200 clients had adopted Scibids AI, with nearly 50% of its top 100 clients utilizing the service, indicating strong market acceptance and demand for AI-driven optimization.

Performance-Focused Messaging

Marketing efforts consistently highlight how the company's solutions contribute to improved campaign performance, a key driver for advertiser adoption and retention.

Holistic Media Quality

The strategy emphasizes providing a holistic view of media quality, encompassing brand safety, suitability, viewability, and fraud prevention across the digital advertising ecosystem.

DoubleVerify Porter's Five Forces Analysis

• Covers All 5 Competitive Forces in Detail
• Structured for Consultants, Students, and Founders
• 100% Editable in Microsoft Word & Excel
• Instant Digital Download – Use Immediately
• Compatible with Mac & PC – Fully Unlocked

GET TEMPLATE ➔