The news: Streaming TV advertising is moving toward transparency and accountability as DoubleVerify (DV) brings Open Measurement (OM SDK), a standard in desktop and mobile advertising, to streaming environments.

DV’s GM of CTV Todd Randak published an open letter Thursday urging the industry to “work together to close the remaining transparency and measurement gaps in streaming” and outlined how DV is driving this shift.

• The letter outlined regulatory constraints that have made transparency in streaming difficult, including the 1988 Video Privacy Protection Act that has historically limited access to content-level signals.
• DV is addressing streaming’s transparency problem by launching a Certified Transparent Streaming program, utilizing clean-room infrastructure so streamers can share data with advertisers while remaining privacy compliant.
• OM SDK, meanwhile, will give advertisers consistent, granular viewability insights to better evaluate streaming performance.

Streaming’s transparency problem: Despite the increased importance of streaming for advertisers as connected TV (CTV) surpasses traditional, advertisers have historically faced difficulties with transparency and measurement in streaming environments.

• Fragmentation across platforms and data siloes have caused consistent issues in streaming transparency. Brands have faced an environment where operating across platforms with distinct data and measurement standards is the norm, making it difficult to achieve a unified view of campaign performance.