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With brand safety top of mind for most brand advertisers, AOL has today announced a partnership with DoubleVerify to better help advertisers assess the quality of inventory on the Verizon-owned outfit’s One platform, as adtech suppliers clamor to show their transparent practices.

The partnership will see DoubleVerify ad quality data integrated to AOL’s platforms meaning programmatic ad buying technology such as demand-side platforms (DSP) can assess the quality of their inventory before they actually bid on a particular impression, thus reducing the likelihood of them wasting their media budgets.

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Source: The Drum