DoubleVerify adds LinkedIn measurement

DoubleVerify on May 21 said it had launched global post-bid measurement for the LinkedIn Audience Network, giving advertisers third-party reporting on media quality across LinkedIn’s off-platform publisher inventory. The new coverage lets brands measure invalid traffic, viewability, brand suitability and intended geography after ads run, according to the company. DoubleVerify said the launch applies globally across the LinkedIn Audience Network, or LAN, which extends LinkedIn campaigns beyond the main feed. (doubleverify.com) LinkedIn already worked with DoubleVerify on pre-bid controls in LAN, and the new addition brings post-campaign verification into the same setup. ### What exactly changed inside LinkedIn’s ad setup? DoubleVerify said the change is the addition of post-bid measurement on LAN, not a new ad network or a new ad format. Post-bid measurement means advertisers can review where ads were served and whether they met quality thresholds after delivery, using DoubleVerify’s reporting. (markets.financialcontent.com) The company said that reporting includes site-level insights across LAN inventory. LinkedIn’s existing arrangement with DoubleVerify already included pre-bid verification on the Audience Network, according to Social Media Today and DoubleVerify’s release. Pre-bid controls screen inventory before a bid is placed, while the new post-bid layer reports on delivered impressions afterward. ### Which signals can advertisers now see? (doubleverify.com) DoubleVerify said advertisers can now measure invalid traffic, viewability, brand suitability and intended geography across LAN inventory. The company described the package as independent media-quality verification intended to help advertisers make spending decisions with more confidence. Steve Woolway, DoubleVerify’s executive vice president of business development, said advertisers are seeking “greater clarity” into media quality and performance. The company also said the reporting is designed to show how and where ads are delivered across LinkedIn’s extended network of publishers. That matters because LAN inventory sits outside LinkedIn’s core feed, where advertisers typically want more transparency before shifting larger budgets. (markets.financialcontent.com) ### Why does the 3.9-times figure matter? DoubleVerify said campaigns using the LinkedIn Audience Network can deliver about 3.9 times the impressions of feed-only ads. That figure points to the scale LinkedIn is offering marketers when they extend campaigns beyond the main platform into partner inventory. For advertisers, the trade-off is familiar: more reach usually increases the need for measurement. DoubleVerify’s release and follow-on coverage framed the new reporting as a way to give advertisers more confidence in that broader inventory by verifying whether impressions were viewable and free of invalid traffic. (doubleverify.com) ### Who is this likely to matter to most? B2B advertisers are the clearest target in DoubleVerify’s announcement. The company said the new capabilities are meant to help advertisers make more informed investment decisions across LinkedIn’s network, and LinkedIn remains a core channel for business-focused marketers. (markets.chroniclejournal.com) Niche advertisers, including specialized financial-services marketers such as mortgage lenders, are likely to care most when they want to amplify proven content to tightly defined audiences rather than buy broad awareness. (stocktitan.net) That is an inference from the product’s added verification and LinkedIn’s B2B positioning, not a statement either company made directly. The practical change is that those buyers now have third-party reporting on whether off-feed impressions met quality standards. (doubleverify.com) ### What comes next for advertisers already using LAN? DoubleVerify said the launch combines with its existing DV Authentic Brand Suitability pre-bid controls on LAN, creating a setup that spans both prevention and measurement. The company’s materials said advertisers can use pre-bid controls to exclude unsuitable inventory and post-bid reporting to review delivery afterward. (doubleverify.com) The next step for brands will be in campaign reporting. DoubleVerify said advertisers now have site-level insights across the LinkedIn Audience Network, and LinkedIn’s existing Audience Network campaigns can already use those controls and reports as the rollout takes effect globally. (finance.yahoo.com) (markets.financialcontent.com) (doubleverify.com)