Darryl Dmello, our Client Engagement Director, recently tuned into not one but two of the biggest industry events shaping the future of ad verification, IAS BEYOND 2025 and DoubleVerify Impact 2025. Both events were packed with smart thinking, fresh AI innovation, and engaging panel discussions. One thing became clear: ad verification is no longer just about keeping ads safe; it is about making them smarter and more effective.
The Recurring Themes
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From efficiency to effectiveness
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From passive protection to proactive performance
Where Integral Ad Science and DoubleVerify Overlap
AI is already at the heart of both Integral Ad Science and DoubleVerify’s core operations. Rather than simply filtering out invalid or low-quality impressions, AI is being used to optimise media buying and improve campaign effectiveness.
IAS’s Multimedia Understanding Model (MUM) applies a human perspective to AI by recognising cultural trends and understanding brand contexts across different media environments. Meanwhile, DV’s Scibids AI leverages quality signals from its own measurement tools, combined with data from DV Rockerbox, to power algorithmic bidding decisions in real time.
Both platforms are also shifting their focus from sheer reach to return on ad spend (ROAS), prioritising media effectiveness over volume. IAS’s Total Media Performance (TMP) suite enables advertisers to maximise programmatic buys through enhanced supply pathing and improved Prebid targeting with its Audience Enhanced Targeting solution. Similarly, DV’s Scibids AI develops custom algorithms aligned with specific brand KPIs, using real-time data to optimise programmatic campaigns. This optimisation is supported by robust measurement tools such as Multi-Touch Attribution (MTA), Marketing Mix Modelling (MMM), and incrementality analysis via DV Rockerbox.
The Rise of Machines (a.k.a. AI Agents)
IAS is ushering in a new era with AI agents that act more like smart collaborators than static tools. These agents offer personalised brand safety and suitability recommendations. With a conversational interface, they don't just analyse; they advise, suggest settings, and even execute tasks. It is AI with a seat at the planning table.
What's Next for the Industry?
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Verification is moving upstream: It is no longer an afterthought. Verification tools are becoming campaign-planning inputs, not just post-buy checks.
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From brand safety to brand smartness: Safety is the floor. Suitability, cultural alignment, and contextual intelligence are the new differentiators.
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Customisation at scale is the future: Whether it is IAS AI agents recommending ideal brand settings or DV’s dynamic AI algorithms around custom KPIs, personalisation is the playbook.
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Media effectiveness will outweigh platform loyalty: Advertisers are moving towards outcomes over logos. Whoever proves business outcomes across CTV (television content streamed via internet-enabled devices), social and programmatic will win.
The Bigger Picture
Rather than competing, IAS and DV appear to be running parallel races, both pushing beyond traditional verification toward deeper value creation. Their innovations are not about one-upmanship; they signal a shared recognition that the battleground has shifted. It is no longer just about ad safety. It is about intelligence, the kind that informs smarter planning, improves campaign outcomes, and drives business growth.
Final Thoughts
At IPG KINESSO, we see this evolution as a strategic turning point. As verification tools move from reactive safeguards to proactive performance drivers, our focus remains on leveraging the most advanced technologies and insights to keep our clients informed, competitive, and ahead of the curve.