Middleware of Zentrick eliminates video breakage by over 50% by reducing load times and weeding out multiple forms of latency.

New York-based marketing measurement software and analytics provider DoubleVerify has reportedly announced that it has acquired the digital video technology firm Zentrick. As per trusted sources, Zentrick provides middleware for online video advertising.

Reportedly, Zentrick’s software assists publishers to detect and resolve issues behind video brokerage as it eliminates the technical latency and overhead associated with supporting numerous third-party data integrations.

Sources familiar with the development claim that the software also eliminates video brokerage by over 50% by reducing load times and weeding out multiple forms of latency. Reportedly, third-party service providers gain from equal access and seamless platform activation to the video playback data which is required to power their services.

The Chief Executive Officer of DoubleVerify, Wayne Gattinella commented that the mission of the firm is to drive the new standard of marketing performance which provides advertisers confidence and clarity in their digital investment. Reducing ad breakage has a direct effect on the performance of online advertising which would resonate across the ecosystem, Gattinella further explained.

According to a press release by DoubleVerify, the worldwide spending on video advertising rose to USD 28 billion in 2018. Presently, more than 30 percent of video advertisements being sold are not able to be delivered by publishers owing to the highly fragmented ecosystem which is required to support the growth in video ad delivery. Moreover, there are various forms of technical breakage in the ad delivery chain.

The Co-founder of Zentrick, Pieter Mees was reportedly quoted saying that the entire team of the company is delighted to join forces with a rapidly-expanding, global firm like DoubleVerify which has a best-in-class verification offering. Combining expertise of DoubleVerify’s industrywide platform with digital video technology of Zentirck would accelerate the efforts of the company to simplify and streamline ad performance, Mees further added.