DoubleVerify launches DV Neura for agentic ad workflows

DoubleVerify has launched DV Neura, an artificial intelligence engine for its advertising verification and media platform, designed to support agentic AI workflows in digital advertising.

DV Neura sits within the DV Media AdVantage Platform, which combines media verification, campaign optimisation and outcome measurement across digital, social and streaming television advertising. The system connects those functions through a shared AI framework and adds tools for both insight and campaign action.

One of the main additions is the DV Neura Insight Agent, which lets advertisers query DoubleVerify data through conversational AI tools. Clients can already use Anthropic Claude to connect with the Insight Agent through the Model Context Protocol open standard, with other integrations, including Google Gemini and Microsoft Copilot, expected later.

A second product, the DV Neura Activation Agent, is designed to carry out approved campaign changes within guardrails set by advertisers. That tool is due to become available in the third quarter.

The launch reflects a broader push by adtech companies to embed generative AI and autonomous systems into media buying, verification and measurement. For advertisers, the challenge has been to combine automation with oversight, especially in areas such as brand suitability, fraud prevention and return on spend.

Mark Zagorski outlined DoubleVerify's case for a more integrated approach.

"Most of the innovation around agentic advertising remains trapped in silos, with AI-enabled features and point solutions disconnected from the broader advertiser opportunity and the core platform," said Mark Zagorski, Chief Executive Officer, DoubleVerify.

"DV Neura changes that by connecting DV's AI-powered capabilities across our platform, from verification and content classification to performance optimization and outcomes measurement, while also enabling flexible, dynamic agentic workflows that connect insight with execution across the campaign lifecycle. We are helping define what agentic advertising should become: faster, smarter and built on transparency, trust and tangible results," Zagorski added.

Classification focus

DV Neura also changes how DoubleVerify classifies content by combining large language models, machine learning systems and rules-based methods. This approach is intended to improve how it interprets text, images, video and audio, particularly when content includes emerging topics or more nuanced meaning.

According to DoubleVerify, its content classification output has increased nearly 300-fold. It also said it has monitored or blocked more than 500 million impressions this year across what it described as AI slop sites and other low-quality generative AI web environments.

That matters because advertisers are facing a rapidly expanding supply of cheap AI-generated content across the open web. Verification companies have positioned themselves as a safeguard for brands seeking to avoid unsuitable placements or invalid traffic while maintaining campaign performance.

DoubleVerify also pointed to the scale of its optimisation activity, saying DV Scibids AI now optimises 25 billion impressions each month. The company said this supports more efficient media buying and stronger campaign outcomes.

Agency view

DoubleVerify also cited interest from agency partners working in tightly regulated sectors. Healthcare advertising has become a test case for how automated decision-making can be used while preserving compliance and governance controls.

"Healthcare marketers operate in some of the most complex advertising environments, where every decision must balance performance, compliance, brand suitability and consumer trust," said Gina Whelehan, Group Director of Strategic Partnerships, Butler/Till.

"We're excited to work with DV to bring verification earlier into agentic advertising workflows and help shape how AI-powered campaign execution can operate in practice. DV Neura is helping our teams move faster and drive stronger outcomes while maintaining governance and accountability," Whelehan said.

Open access

Alongside the new agents, DV Neura is organised around four areas: media intelligence, adaptive performance, open connectivity and agentic execution. In practice, DoubleVerify wants advertisers to access verification data and recommendations not only within its own interface but also through external AI assistants, APIs and workflow integrations.

That open-access approach could prove significant as marketers and agencies experiment with using AI assistants as interfaces for planning, reporting and campaign management. If those systems become more central to daily work, verification and measurement providers may need to make their data available directly within them rather than relying on standalone dashboards.

DoubleVerify said the aim is to give advertisers more direct control over their data, insight and campaign changes as automation becomes more common in media buying.

"AI is changing how advertising operates, but it does not change what advertisers need most: transparency, control and measurable performance. DV Neura gives advertisers the intelligence and infrastructure to operate with confidence in a more automated, agent-driven world," Zagorski said.