DoubleVerify raising prices by roughly 5% on average, says Stifel

Stifel notes that the firm is about 75% done with its Q4 advertising checks and believes Q4 was “very healthy despite a shorter holiday season.” During this process, the firm has learned that DoubleVerify (DV) is raising prices by roughly 5% on average, depending on the product, effective February 1. While stating that one check “does not necessarily make a trend,” the firm believes “at a minimum” this one data point should ease some worries about pricing pressure in the verification industry. The firm is reiterating Buy ratings on both DoubleVerify and Integral Ad Science (IAS).