DoubleVerify, a leading software platform for digital media measurement, data, and analytics, has announced its agreement to acquire Rockerbox, a global leader in marketing attribution. Rockerbox’s unified marketing measurement platform provides actionable insights powered by Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), and Incrementality Testing solutions. This acquisition strengthens DV’s suite of data solutions, enhancing its capabilities in end-to-end media performance measurement and AI-powered activation. The addition of Rockerbox marks a significant milestone in DV’s evolution from media quality protection and performance measurement to delivering definitive ad KPI achievement, empowering advertisers to measure, optimize, and drive real business outcomes.
“At DoubleVerify, we believe fully understanding performance measurement—from media quality to broader attribution insights—has always been essential to maximizing advertising effectiveness and ROI,” said Mark Zagorski, CEO of DoubleVerify. “With the acquisition of Rockerbox, we will gain a transformative opportunity to capture the full scope of a campaign’s performance, integrating DV’s trusted data with conversion insights across both the open web and walled gardens. This is a game-changer for DV and the industry, as we reinforce our position as a unified, independent platform for digital-first performance measurement and AI-powered optimization—serving enterprise brands and mid-market advertisers, while driving growth across lower-funnel campaigns.”
Rockerbox centralizes cross-channel conversion attribution and ad spend data, providing deep insights into customer journeys to help marketers optimize media investments. By integrating Rockerbox’s measurement capabilities with DV Scibids AI™—the company’s dynamic activation technology—advertisers will benefit from a continuous feedback loop between measurement, optimization, and activation. This integration unlocks a more precise, efficient, and scalable approach to performance marketing.
“We’re thrilled to join forces with DoubleVerify and bring Rockerbox’s industry-leading measurement technology to even more advertisers, helping them drive better business outcomes,” said Ron Jacobson, CEO of Rockerbox. “By combining DV’s trusted data and Rockerbox’s outcome measurement, we’re delivering the industry’s best full-funnel measurement offering—opening up new growth opportunities for current DV customers and expanding DV’s basket of solutions to attract new ones.”
Also Read: Jotform Unveils AI Agents to Revolutionize Customer Service
Key Benefits for Advertisers
The combined capabilities of DV and Rockerbox will provide advertisers with:
- Comprehensive Cross-Channel Performance Insights: Centralized campaign data offers a holistic view of customer interactions across open web, search, social, and CTV, identifying the most influential touchpoints driving conversions.
- Optimized Business Outcomes: Proprietary AI activation and comprehensive data assets—including customer journey insights, cost, DSP impression-level data, and trusted measurement—help improve performance and achieve key KPIs.
- Data-Driven Decision-Making: Granular cross-channel path-to-conversion insights down to the individual ad level enable smarter budget allocation and media planning.
- Increased Operational Efficiency: Automated data collection, organization, and media optimization across programmatic and social channels streamline workflows and save time.
Strengthening the Link Between Measurement and Business Performance
This combined solution enhances DV’s ability to correlate measurement data with business impact. By integrating fraud detection, suitability, viewability, attention, and contextual data with Rockerbox’s attribution insights, advertisers can more effectively link media quality and performance data to real outcomes.
“Granular insights will empower brands to strategically reallocate budgets, ensuring ad spend is optimized for maximum return on investment,” added Zagorski. “But beyond that, we’re enabling them to activate these insights through DV Scibids AI to drive the performance outcomes they need. With this acquisition, we’re advancing our strategy to expand beyond protection and drive superior performance.”
Real-World Impact
Recent testing with a global brand specializing in weight loss, fitness, and mindset services showcased the power of the combined DV and Rockerbox solution. By using Rockerbox as the source of truth for conversion and cost measurement and leveraging DV Scibids AI to optimize campaign performance, the brand achieved CPA (cost per acquisition) reductions of 39% and 20% across two live campaigns. This demonstrates how AI-powered activation and advanced attribution insights drive greater efficiency and improved overall performance.
Expanding Market Opportunities
This acquisition broadens DoubleVerify’s total addressable market, unlocking new opportunities in lower-funnel direct-response advertising and strengthening its ability to serve small to mid-sized performance-focused companies. With Rockerbox’s measurement expertise integrated into DV’s trusted platform, advertisers gain a comprehensive, independent solution to maximize media impact and drive measurable business results.