LinkedIn advertisers now have another means to measure the performance of their campaigns, with DoubleVerify expanding its independent media quality measurement coverage to also include LinkedIn’s premium video inventory.
DoubleVerify provides independent assessment of ad campaign performance across various categories, enabling marketers to ensure that their ad results align with the data provided by the platforms themselves.
DoubleVerify’s media quality measurement provides insight into ad placement and viewability, which gives advertisers more capacity to understand the specific performance of each ad.
As per DoubleVerify:
“This release enables advertisers to ensure their video ads on LinkedIn are viewable and safe from IVT on LinkedIn, enhancing campaign effectiveness. Advertisers can access measurement data and insights through DV Pinnacle, the company’s unified service and analytics reporting platform, to monitor and optimize the performance of their LinkedIn ads campaigns.”
And with video on the rise on LinkedIn, that could be significant.
Back in July, LinkedIn reported that video is its fastest-growing content type, with video uploads in the app up 34% year-over-year. And with the platform now actively pushing video content, via in-feed carousels, and a dedicated video tab, that looks set to rise even further, which will make LinkedIn’s video ad options even more appealing.
Providing independent verification of video ad performance, then, could be an important addition, ensuring brands are able to better understand and measure their performance in the app.
The announcement further expands DoubleVerify’s established partnership with LinkedIn, which already incorporates various LinkedIn ad options for independent validation and measurement.
DoubleVerify says that it will begin offering this expanded measurement to customers “over the coming days.”
