Video ad tech company Unruly today announces it has expanded its brand protection solution through a global partnership with DoubleVerify, a leading software platform for digital media measurement, data and analytics. Unruly’s partnership with DoubleVerify, which was extended in the US earlier this year, is now being rolled out across multiple markets worldwide, including the UK.

As part of the deal, DoubleVerify’s fraud-filtering solution will be applied pre-bid across Unruly’s omnichannel marketplace UnrulyX, allowing Unruly to continue ensuring all brands and agencies’ ads are delivered in brand safe environments, regardless of device or format, backed by a fraud-free guarantee.

DoubleVerify’s fraud-filtering capabilities will include Connected TV (CTV), where fraud activity is on the rise. DoubleVerify recently tracked a 120% increase in fraudulent CTV and mobile apps — with over 500,000 fraudulent CTV devices detected per day.

“Unruly has distinguished itself as one of the true innovators in the advertising technology space,” said Steven Woolway, EVP of business development, DoubleVerify. “I applaud the measures they have taken to create a high-quality marketplace, and I'm proud of the role that DV plays in ensuring inventory is fraud-free.”

“DoubleVerify’s proven reputation among our clients, coupled with its comprehensive CTV fraud filtering solution, gives us confidence that this partnership will provide brands with the safest environment for reaching and engaging consumers,” said Hilary Goldsmith, Unruly’s chief customer officer.

The two-year partnership also extends to Unruly’s sister brand, Tremor Video, the leading programmatic video and advanced TV platform, positioning DoubleVerify as the holistic verification partner for all of Tremor International’s activity.

Unruly, part of Tremor International, is also a founding member of the WFA’s Global Alliance for Responsible Media, which works with the world's biggest advertisers, agencies and media platforms to institutionalise cross-industry standards and approaches when it comes to brand safety.

Unruly’s industry-recognised brand-safety solution, UnrulyX Shield, includes certifications from DAA and TAG, while its marketplace UnrulyX -- which has access to more than 2,700 direct publisher relationships globally, including exclusive video access to more than 50 News Corp titles - is also independently audited by ABC against JICWEBS’ Good Practice principles and anti-fraud guidelines.