Monthly commentary - Mackenzie Growth Team

Written by the Mackenzie Growth Team

For those who may not be familiar with the company, DoubleVerify (DV) is an advertising technology company. Roughly 73% of advertising spend will be digital in 2025. Last year, DoubleVerify's stock reacted to a decision by six large consumer packaged goods customers to reduce their advertising spend (including digital spend). We even recall one analyst note saying that DV has a “broken model” and was uninvestable!

 Following this news, we spoke with customers and media agencies to better understand the value-add that DV provides. Most brands don't want their ads to be showcased next to inappropriate or controversial content or even reach the wrong audience. DV can help these brands navigate the digital world of advertising through their suitability products. We also learned that DV was busy adding new products capabilities like ad optimization and analytics. As a result of the feedback, we became a large shareholder in the company.

This week, we attended DoubleVerify's Innovation Day in New York City! We were particularly impressed by the addition of performance analysis (following the recent acquisition of rockerbox). Today they can offer a full-service platform to advertisers. The company’s revenues and earnings are on the upswing. We believe the opportunities ahead of them are large.

Source: DoubleVerify Annual Reports 

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