Key Takeaways:
- DoubleVerify has launched global post-bid media quality measurement for the LinkedIn Audience Network, covering IVT, viewability, brand suitability, and geography.
- The release gives advertisers more transparency and control across LAN campaigns, while complementing DV’s pre-bid avoidance tools for end-to-end media verification.
DoubleVerify has launched a global post-bid measurement across the LinkedIn Audience Network (LAN). allowing advertisers to measure key media quality signals across LAN inventory, including invalid traffic (IVT), viewability, brand suitability and intended geography.
These capabilities provide advertisers with independent, third-party visibility into how and where their ads are delivered across LinkedIn’s extended network of publishers. In addition to post-bid measurement, DV offers pre-bid avoidance controls through DV Authentic Brand Suitability on LAN, providing a unified approach to media authentication across the campaign lifecycle.
This product release is a key component of DV’s Media AdVantage Platform, which combines media verification, ad optimization and campaign outcomes measurement to maximize performance and return on ad spend. As part of its verification capabilities, DV’s post-bid measurement on the LinkedIn Audience Network provides advertisers with independent insight into the quality of their media, enabling them to validate delivery and improve campaign effectiveness.
LAN Measurement Gives Advertisers More Transparency and Control
“Advertisers are demanding greater clarity into the quality and performance of their media environments,” said Steve Woolway, EVP of Business Development at DoubleVerify, in a statement.
“With this announcement, DV is bringing global media quality measurement to the LinkedIn Audience Network, delivering the independent verification advertisers need to maximize performance and make more informed investment decisions across this important channel.”
LinkedIn’s Lee Womer Comments
The LinkedIn Audience Network helps advertisers reach B2B decision-makers throughout their buying journey across a broad set of premium publishers. Campaigns leveraging LAN deliver 3.9x more monthly impressions and 66% higher conversion rates compared to LinkedIn feed-only campaigns, unlocking more opportunities to drive awareness, consideration and results.
Pre-bid controls enable brands to proactively analyze inventory and exclude content that does not align with their suitability settings, while post-bid measurement delivers detailed insights into delivery, enabling advertisers to ensure their ads run in environments that meet brand expectations.
“Providing advertisers with greater transparency and confidence is central to how we continue to evolve the LinkedIn Audience Network,” said Lee Womer, VP of Product & Business Development at LinkedIn. “By working with companies like DoubleVerify, we’re enabling advertisers to better understand media quality and performance across LAN, helping them make more informed decisions and drive stronger results.”
