DoubleVerify to Introduce Pre-screen Content Controls on Meta, Strengthening Brand Safety, Suitability, and Media Performance
October 10 2024 - 8:45AM
Business Wire
Global brands gain comprehensive coverage with
both pre-screen avoidance and post-bid measurement, further
augmenting ad quality controls on Facebook and Instagram
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for
digital media measurement, data and analytics, today announced the
upcoming introduction of content-level pre-screen avoidance on
Meta’s Facebook & Instagram Feed and Reels, expanding its suite
of independent brand safety and suitability tools. This release
will empower advertisers to proactively avoid content they deem
unsuitable before their ads are served, protecting brand reputation
across Meta’s platforms.
“By offering both pre-screen avoidance and post-bid measurement,
we will provide advertisers with an unparalleled level of control
over where their ads appear on platforms like Facebook and
Instagram,” said Mark Zagorski, CEO of DoubleVerify. “As media
environments grow more complex, it's crucial that advertisers have
access to advanced independent tools that help them protect
campaigns before they run. Our comprehensive solution further
ensures that brands can close the loop by leveraging insights from
their post-bid measurement to optimize campaigns in real-time and
maximize media performance.”
In January 2024, DV launched post-bid brand safety and
suitability measurement on Meta’s Facebook & Instagram Feeds
and Reels. DV classifies content directly above and below the
placement of ads – enabling brands to authenticate the content
surrounding their promotions. The upcoming pre-screen avoidance
solution empowers advertisers to prevent ads from appearing beside
content that falls under DV’s Brand Safety Floor and Suitability
Tiers in an automated manner, letting brands filter out sensitive
content in real-time, before bidding on ad inventory.
Implementing a comprehensive authentication strategy offers
significant value to advertisers, aligning pre-screen controls with
post-bid measurement. Pre-screen protection evaluates content
before impressions are transacted to support the delivery of ads to
appropriate environments. Post-bid measurement analyzes content
after impressions are purchased, providing advertisers insights
into safe and suitable ad delivery. This approach helps brands
optimize future campaigns and media investment decisions.
“We’re excited to offer our clients this dual-layer approach to
campaign protection on Meta, giving them expanded flexibility and
control over their media strategies,” added Zagorski.
DV’s brand safety and suitability offering is powered by its
proprietary Universal Content Intelligence™ classification engine,
which analyzes all content types to ensure that advertisers receive
accurate, AI-driven classifications.
DV became a participant in Meta’s measurement partnership
program in 2017, offering fraud and viewability solutions on
Facebook and Instagram. In 2019, DV launched brand safety and
suitability on Facebook’s in-stream video inventory and Audience
Network. In 2021, DV announced an expanded brand safety and
suitability integration with Facebook, extending verification to
In-Stream Reserve, while providing new tools to boost control and
efficiency. Most recently in 2023, DV extended media quality
authentication to include viewability and fraud verification for
Facebook and Instagram Reels inventory.
DV and Meta anticipate the pre-screen solution to be available
for all advertisers in early 2025.
For more information about DoubleVerify, visit
http://www.doubleverify.com.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media
effectiveness platform that leverages AI to drive superior outcomes
for global brands. By creating more effective, transparent ad
transactions, DV strengthens the digital advertising ecosystem,
ensuring a fair value exchange between buyers and sellers of
digital media.
Facebook® is a registered trademark of Meta Inc.
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Chris Harihar chris@crenshawcomm.com
DoubleVerify (NYSE:DV)
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