Digital media measurement vendor DoubleVerify has agreed to pay $150 million for OpenSlate, which rates social media content for brand safety, suitability and subject matter. OpenSlate helps advertisers decide where to run their campaigns, while DoubleVerify reports on content seen after campaigns have run. Nice.
Audigent, which enables ad targeting based on publisher’s first party customer data, has linked its audiences with TransUnion’s TruAudience Data Marketplace. The deal will let advertisers filter publisher audiences against more than 300 audience segments assembled by TransUnion. TransUnion says it has “insight” into 98% of U.S. adults and more than 127 million homes.
I’m not sure that “data reliability” is a distinct software category from, say, data pipelines, data quality, and data observability. Still, Monte Carlo used it a year ago and now there’s Datafold, which checks the impact of system changes on data quality before rather than after they go into production. They just raised a $20 million Series A. Related: Anomalo recently raised $33 million for automated data quality analysist and Cascade Labs raised $5.3 million for no-code data workflows.
Products to connect ad impressions with sales results are usually limited to one ad type and one sales channel. You can add VideoAmp and TransUnion to that list: they’ve launched an offering that links VideoAmpt’s TV viewer data with TransUnion’s TruAudience purchase data. VideoAmp can also use the data to optimize media plans in real time.