DoubleVerify Expands Media Authentication on Meta
DoubleVerify, a leading software platform for data, analytics, and digital media measurement, announced that it has expanded its brand safety and suitability coverage on Meta. It will help to measure feeds and reels on Facebook and Instagram in addition to other platforms. Global advertisers will be able to safeguard their brand equity. Moreover, they can independently verify the quality of their campaigns in these captivating, user-generated media environments with the release of this feature.
Comprehensive media buys measurement
DV’s brand safety and suitability solutions are now available for Facebook and Instagram Feeds and Reels. Media buys on Meta can now be measured comprehensively across a variety of devices, placements, and formats. To achieve a balance between protection and scale, DV’s AI-powered classification technology, which draws on more than 15 years of experience, is trained on a large volume of data signals and is based on strong content policies.
Benefits to Advertisers
Advertisers will benefit from:
Proprietary technology
DV uses AI to guarantee the most precise content classification on a large scale. Using DV’s Brand Safety Floor and Suitability Tiers, which are mapped to the GARM framework, brands can authenticate the content surrounding their promotion. DV classifies content directly above and below the placement of ads.
Comprehensive coverage
Regarding Instagram Feed, Instagram Reels Ads, Facebook Feed, Facebook Reels Ads, Facebook in-stream video, and Audience Network, DV now provides a more comprehensive measure of media quality.
Trusted measurement
Businesses can relax knowing that their Facebook and Instagram campaigns are authenticated by the top independent third-party verification provider in the industry.
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Through DV Pinnacle, the company’s unified service and analytics reporting platform, advertisers can access measurement data and insights to track and improve the effectiveness of their Meta ads campaigns.
DV’s Viewability Solutions
In 2017, DV joined Meta’s measurement partnership program, providing Facebook and Instagram fraud and viewability solutions. In addition to expanding verification to In-Stream Reserve, DV introduced brand safety and suitability integration with Facebook in 2019. Furthermore, it offered additional tools to increase efficiency and control. Viewability and fraud verification were added to DV’s media quality authentication for Facebook and Instagram reel inventory in 2023. This was the most recent extension.
Here’s what they said
Mark Zagorski, CEO, of DoubleVerify, said,
The expansion of DV’s industry-leading, AI-powered classification technology to Facebook and Instagram Feeds and Reels underscores our commitment to helping brands ensure safe and suitable ad environments across all channels. The protection of brand reputation online is an important factor in maximizing campaign performance for the global brands we serve.
Samantha Stetson, Vice President of Client Council and Industry Trades at Meta added,
DoubleVerify’s expansion of brand safety and suitability solutions across Facebook and Instagram is an important step forward in our ongoing efforts to foster digital transparency and trust within our advertising environments. Responsible marketing is a key priority at Meta – and we are delighted to expand our partnerships with this important solution.
Read More: DoubleVerify Includes YouTube Shorts in its Brand Safety Measurement Expansion
DoubleVerify Includes YouTube Shorts in its Brand Safety Measurement Expansion
DoubleVerify (DV), a prominent software platform for data collection, analytics, and measurement of digital media, announced that YouTube Shorts will now be included in its YouTube brand safety and suitability measurement capabilities. With this expansion, brands will have more power to verify the suitability and safety of their campaigns on this expanding short-form video platform. Viewability and invalid traffic (IVT) measurements for YouTube Shorts are already available on both platforms. Advertisers can now measure and validate their campaigns across the entire ecosystem thanks to the extension of brand safety and suitability measurement to YouTube Shorts.
YouTube Shorts included in brand safety measurement expansion
With over 2 billion logged-in users each month, YouTube Shorts is a mobile-only video platform. It lets creators share brief, vertical videos with an audience. Marketers can increase the impact of their YouTube campaigns and engage their audiences with interactive, mobile-first creative builds by utilizing YouTube Shorts Ads. Advertisers will be able to measure and confirm campaign alignment with safe and appropriate YouTube Shorts videos with the release of expanded brand safety and suitability measurement. Additionally, the most recent features enable advertisers to obtain third-party confirmation that their campaigns are reaching the intended audiences through safe content.
Benefits of expansion
Reliable classification
To accurately classify YouTube Shorts videos across all GARM brand safety and suitability categories, additional DV suitability categories, and more than 40 supported languages, DV uses a combination of manual reviews and proprietary AI-driven tools.
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Consistent settings and metrics
To help guide future media planning and purchasing decisions, advertisers can access industry-standard GARM-aligned brand safety and suitability settings. They can take advantage of the same degree of insights across various platforms and publishers.
Dependable measurement
By using an impartial third-party verification provider to verify the authenticity of their YouTube Shorts campaigns, advertisers can feel more confident.
Brand safety measures undertaken by DV
2011 saw the introduction of DV’s viewability and invalid traffic measurement services for Google and YouTube ad-serving platforms. DV joined Google as a measurement partner in 2018 for viewability and brand safety. Authentic Brand Suitability was introduced by DV on Google Display & Video 360 in 2020. DV achieved MRC accreditation in 2022, making it the first verification provider to do independent third-party viewability reporting on YouTube. DV introduced DV Campaign Automator™ earlier this year to optimize the Google Campaign Manager 360 trafficking workflow.
Here’s what they said
Mark Zagorski, CEO, DoubleVerify said,
Today’s announcement underscores our ongoing commitment to safeguarding brand equity and reputation across all media channels. Our innovative offering on YouTube Shorts provides YouTube advertisers with the tools they need to boost clarity and confidence in their media investment and verify brand-content alignment.
Read More: DoubleVerify Announces Expanded Measurement Coverage with S2S Integration