What OpenSlate does

OpenSlate was a New York-based provider of brand safety and contextual analytics for digital video content, founded in 2009 and operating with 51-100 employees. The company built proprietary content classification technology covering video, including connected TV (CTV), to help advertisers and agencies evaluate the brand suitability of digital video inventory. Its core offering combined content-level metadata with brand safety scoring, enabling programmatic and direct video buyers to make contextually informed media decisions.

The business was venture-backed across at least nine disclosed funding rounds from 2011 to 2019, raising approximately $25-26M in aggregate from investors including StarVest Partners, Spring Mountain Capital, Fischer Investment Capital, North Base Media, and Nielsen (the latter as a strategic investor in 2019). The company served brand advertisers, agencies, and video publishers operating in programmatic digital video and early CTV markets.

In 2022 OpenSlate was acquired by DoubleVerify (NYSE: DV) and now operates as a wholly-owned subsidiary focused on streaming TV measurement and analytics, with its capabilities integrated into DoubleVerify's DV Authentic Streaming TV and DV Publisher Suite product lines. As a subsidiary it is no longer a standalone commercial entity; its revenue is consolidated within DoubleVerify's $648M FY2024 topline, and separate financial disclosure has ceased. The company is led by a management team including CEO Mike Henry, President Brian J. Quinn, COO JoAnna Foyle, CFO Dmitri Zolotkovsky, CMO Andrea Ching, and CTO Matt Kopit.

Name

OpenSlate

Legal name

DoubleVerify

Website

https://openslate.com

Company type

Public

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

OpenSlate provides brand safety and contextual analytics for digital video content, serving advertisers, agencies, and video publishers. Since 2022 it operates as a wholly-owned subsidiary of DoubleVerify focused on streaming TV measurement.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales

Revenue model

1. DV Media AdVantage Platform - SaaS Subscription: DV operates as a SaaS platform providing media verification, optimization, and measurement services to advertisers and publishers. The platform is accessed via DV Pinnacle (advertisers) and DV Publisher Suite portals, indicating recurring subscription-based revenue.
2. DV Publisher Suite: Revenue analytics, inventory quality, quality targeting, and authentic direct solutions for publishers, suggesting additional subscription tiers or usage-based components.
3. DV Marketplace Suite: Solutions for marketplaces to improve inventory quality and increase performance, potentially with platform or transaction-based components.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

OpenSlate is a premier global source of brand safety and contextual analytics for digital video content, providing measurement and analytics solutions that allow advertisers and agencies to evaluate video content across platforms. Following its 2022 acquisition by DoubleVerify, the company operates as a wholly-owned subsidiary focused on streaming TV measurement, delivering brand suitability and contextual relevance analytics for video advertising.

Differentiator

Problem solved

Functional benefit

Brands

• DV Media AdVantage Platform: Comprehensive media effectiveness platform for advertisers providing verification, optimization, and measurement solutions.
• DV Neura
• DV Publisher Suite
• DV Marketplace Suite
• DV Pinnacle
• DV Authentic AdVantage
• DV Authentic Streaming TV

Products and services

• Brand Safety Analytics for Digital Video

Quantifiable outcome

• Reduced discrepancy management time by 40%
• +3 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TikTokcoreStrategic or Co-development PartnerTikTok partnered with DoubleVerify to provide advertisers with in-depth insight on invalid traffic and viewability to confidently evaluate and validate campaign effectiveness on the TikTok platform. This partnership enables transparency in brand relationships on TikTok.
• ScibidscoreTechnology or IntegrationScibids is integrated into the DV product portfolio, enabling custom bidding algorithms that leverage AI to dynamically adapt to brand KPIs. The partnership enables programmatic optimization capabilities.
• Rockerbox (DV Rockerbox)coreTechnology or IntegrationDV Rockerbox is a measurement solution that provides full-stack marketing measurement, accommodating complex decentralized marketing strategies across multiple markets while providing cohesive understanding of impact.
• IABminorStrategic or Co-development PartnerDoubleVerify holds IAB membership and compliance badges, indicating participation in industry standards development and adherence to IAB guidelines.
• TAG (Trustworthy Accountability Group)minorStrategic or Co-development PartnerDoubleVerify holds TAG compliance badges (TAG CAF and TAG BSC), demonstrating adherence to anti-fraud and brand safety standards in digital advertising.
• AICPA (SOC Certification)minorStrategic or Co-development PartnerDoubleVerify maintains SOC for Service Organizations compliance certification, providing assurance on controls relevant to security, availability, processing integrity, confidentiality, and privacy.
• ISO/IEC (MSECB Certification)minorStrategic or Co-development PartnerDoubleVerify holds ISO/IEC 27001 certification, demonstrating commitment to information security management systems standards.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Nielsen: Nielsen is a global measurement giant and was an OpenSlate investor (2019). Nielsen's digital ad rating and TV/video measurement products overlap with OpenSlate's brand safety and video analytics, particularly for cross-platform campaign measurement.
• Comscore: Comscore is a large measurement and analytics company that competes in digital audience measurement, video viewability, and brand safety. Its Proximic contextual product directly overlaps with OpenSlate's contextual analytics capabilities.
• Oracle Advertising (Moat / Grapeshot): Oracle Advertising (incorporating Moat for viewability and Grapeshot for contextual) competes with OpenSlate's brand safety and contextual analytics offerings, with the added distribution advantage of Oracle's enterprise data and cloud platform reach.
• DoubleVerify: DoubleVerify is OpenSlate's parent company and the largest independent provider of media effectiveness and verification, including brand safety, viewability, and fraud detection. While OpenSlate is a subsidiary, DV competes with the same customer set (brands and agencies) across overlapping product lines, particularly in CTV verification and contextual targeting.

Emerging players

• Tubular Labs: Tubular Labs provides video intelligence and audience insights for digital video content across social platforms. It overlaps with OpenSlate's video content classification and contextual analytics, particularly for brand suitability and creator intelligence.
• GumGum: GumGum's contextual intelligence platform (Verity) competes with OpenSlate's contextual analytics, using AI/ML to analyze content for brand safety and contextual targeting across video, display, and CTV inventory.
• Zefr: Zefr is an emerging player focused on brand suitability and contextual measurement across social video platforms (YouTube, TikTok, Meta). Zefr's video-specific brand safety focus is a direct functional overlap with OpenSlate's core offering, particularly in social/CTV.
• HUMAN (formerly White Ops): HUMAN provides bot detection, fraud prevention, and account protection across digital advertising and cybersecurity. It competes in the ad fraud/IVT verification category that is core to OpenSlate's brand safety proposition.
• Pixalate: Pixalate specializes in ad fraud detection, privacy compliance, and CTV/OTT supply chain analytics. It overlaps with OpenSlate's fraud/IVT detection capabilities and competes for the publisher-side verification budget.

Direct peers

• Integral Ad Science (IAS): IAS is the closest direct competitor to OpenSlate and DoubleVerify, offering brand safety, ad verification, and contextual targeting across digital video, display, and social. IAS and OpenSlate/DV compete for the same enterprise brand and agency budgets in the brand safety RFP process.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/openslate
• LinkedInlinkedin.com/company/doubleverify
• Facebookfacebook.com/OpenSlateData

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds8 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OpenSlate