NEW YORK, Nov. 2, 2016 /PRNewswire/ -- DoubleVerify, the leading marketing technology and services company that authenticates quality and performance across digital and social platforms, today announced that it now offers viewability measurement for native ad placements through its IQ Viewability Advanced suite of products. Nativo, the leading native advertising platform, is the first to partner with DoubleVerify on its new native viewability offering, and Nativo has now certified DoubleVerify on its Exchange. As native advertising continues to claim an increasing portion of the digital advertiser's media budget and gain wider adoption among publishers, the need to verify viewability is imperative. The editorial nature of native ads that makes them effective also makes them difficult to measure. Native ad executions differ from standard IAB units in dynamic size variation, content orientation, and the way the units load and render. This creates complexities when measuring viewability for the format. To address these challenges, DoubleVerify and Nativo closely collaborated to develop a native viewability measurement solution that brands and publishers can trust. This extends DoubleVerify's proprietary Authentic Impression® digital ad quality measurement to assess the quality of and engagement generated by native ads, ensuring they are brand-safe, fraud-free and viewable. "DoubleVerify is committed to maximizing ad quality and user engagement in a cross-screen and multi-platform digital marketplace," said Wayne Gattinella, CEO of DoubleVerify. "Native advertising is a powerful platform for brands to engage consumers in an impactful and relevant way and we're excited to partner with Nativo, the premier native advertising platform."