Taboola And Double Verify Partners For Brand Safety
Taboola, the world leader in powering recommendations for the open web, is used by digital properties like websites, devices, and apps announced a partnership with Double Verify on brand safety and suitability targeting controls.
As a result of the announcement, Taboola’s advertiser partners such as performance marketers, media agencies, and brands, will receive access to Double Verify’s standard brand safety and suitability targeting technology, allowing for control over the quality of where their ads are being placed in. Adam Singolda, CEO and founder of Taboola said,
“Many of today’s advertisers require a nuanced approach to brand safety and our reach, coupled with DoubleVerify’s ability to offer different tiers of safety and suitability within different categories, is uniquely valuable,”
He further added,
“With shifts in how consumers view ads online and the growth of ad spend after last year, advertisers deserve the peace of mind that their ads are running alongside the content they prefer. DoubleVerify is an innovator in the realm of advertiser trust, and as we bolster our suite of brand safety offerings, partnering with them was a natural fit.”
How will this partnership benefit the advertising partners?
– The settings can be customized by advertisers based on DV’s oncological expertise and industry-leading brand safety and suitability controls.
– DV’s sophisticated approach to content classification allows advertisers to carefully balance brand reputation, protection, and scale while achieving their marketing objectives across their Taboola campaigns.
-Advertisers can make use of DV’s safety and suitability segments while taking advantage of the variety of outcome-based buying options, including CPC and vCPM, available in the Taboola Ads console.
-DV’s pre-bid brand safety and suitability segments are available directly within the Taboola Ads console when planning and executing campaigns.
Mark Zagorski, CEO of DoubleVerify said,
“DoubleVerify’s brand safety and suitability solution enables brands to align their advertising dollars with suitable content, which improves performance,”
“Extending turnkey access to our solutions across Taboola’s environment will help global brands build confidence in their media placements and achieve a higher rate of contextual content suitability. This, in turn, helps create a stronger digital ecosystem where advertisers are able to support premium publisher inventory while safeguarding brand equity.”
Double Verify Launches Authentic Brand Safety Targeting on Google’s DV360.
Double Verify (“DV”) announced its Authentic Brand Safety targeting solution on Google marketing demand-side platform(DSP), Google Display and Video 360.
The leading software platform for digital media measurement, data, and analytics said Authentic Brand Safety enables consistent activation of brand suitability criteria in a pre-bid setting, helping advertisers reduce block rates and enhance return on their digital investment. Mark Zagorski, CEO of DoubleVerify said,
“With our proprietary Authentic Brand Safety solution, global brands can create a single quality profile that is centrally deployed, managed and optimized – ensuring seamless brand protection, while making execution far more efficient.”
Seamless Protection: The Authentic Brand Safety targeting provides comprehensive brand safety solutions to advertisers. It supports more than 75 avoidance categories and over 44 languages. It addresses brand-specific concerns through exclusion/inclusion lists and customization options.
Superior Performance: Double Verify’s solution ensures the advertiser’s brand safety criteria are applied before media is purchased. This will allow advertisers to allocate their spend towards qualified impressions only and protect them in an environment where blocking is not supported like for example, VAST Video. Ultimately, this alignment will let advertisers optimize for authentic impressions, boost performance, reduce post bid reconciliation, and make good-processes.
Streamlined Operations: Double Verify’s unified service and performance platform, DV Pinnacle core benefit is reducing administrative time and complexity associated with setup, deployment, and maintenance of brand safety controls across an advertiser’s multiple buying platforms and campaigns. It also enables advertisers to create a single profile that drives automatic, consistent updates to both pre-bid targeting and post-bid measurement criteria across DSPs.
In addition to Display & Video 360, DoubleVerify’s Authentic Brand Safety is available on DSPs and buying platforms such as Adelphic, Adobe, Amobee, Basis by Centro, Beeswax, MediaMath, The Trade Desk, Verizon Media and Xandr. Mark Zagorski, CEO of DoubleVerify also said in a statement,
“At a time when it has never been more important for brands to align their values with their advertising buys, we are excited to bring the power of Authentic Brand Safety to Display & Video 360.”
Read More: Programmatic Advertising Platforms in 2020: A Complete Guide
Taboola And IAS Partners To Launch Industry-First New Pre-Bid Brand Safety Solution
Taboola, the world’s leading discovery and native advertising platform announced a partnership with Integral Ad Science (IAS), the global leader in digital ad verification, to introduce an industry-first pre-bid brand safety solution for performance advertisers.
The partnership will allow advertisers to directly deploy the pre-bid brand safety technology within Taboola’s native advertising platform. It will also help customers to place relevant content in front of Taboola’s large audience base of 1.4 billion people each month.
Adam Singolda, founder and CEO at Taboola said,
“Now Taboola’s large number of global advertisers can feel secure knowing that their content will only appear in locations that have been deemed appropriate by IAS technology. IAS has proven to be a brand safety innovator and a key strategic partner for Taboola. By extending our partnership and introducing this first-to-market offering, we’re giving advertisers yet another way to benefit from Taboola’s audience scale and ultimately ensure ROI.”
Pre-Bid Brand Safety: What It Means For Marketers?
IAS scores web pages across a range of suitability parameters and blocks brand ads from unsafe pages based on the brand’s own risk threshold.
In the press release, Taboola described the partnership as an industry first and, Taboola’s Corporate Communications Leader Dave Struzzi told MarchTech Today,
“IAS works with a variety of publishers, platforms, and advertisers, but to date, IAS pre-bid brand safety solutions are typically found in traditional demand side platforms. This integration is the first of its kind within a closed native advertising platform which operates on a CPC bidding model.”
Taboola has worked with IAS for several years to build new products and optimize their publisher inventory. The new product development will bring the power of IAS’ proprietary ad verification technology to Taboola Ads Console that gives advertisers the control to opt-in to pre-bid brand safety targeting on any campaign.
Craig Ziegler, VP Product Management, IAS said,
“Performance advertisers don’t have to sacrifice brand safety to obtain the scale they’re looking for.”
“We’re giving advertisers an intuitive way to ensure their ad placements are brand safe directly within Taboola’s technology as they begin a campaign.”
Why We Care:
Many advertisers make sure about brand safety by purchasing ad inventory from premium publishers. The trade-off is scale and exposure is restricted through selective buying. The latest integration will allow marketers and advertisers to leverage programmatic native advertising while ensuring brand safety.
Read More: Why Did The Most Anticipated Taboola-Outbrain Deal Collapse After A Year?
