DoubleVerify, a leading software platform for digital media measurement, data, and analytics, has announced the release of new tiered brand suitability, which addresses “Made for Advertising” (MFA) measurement and protection in a more nuanced and brand-specific manner.
Right tools for MFA inventory
MFA inventory is not intrinsically invalid, in contrast to ad fraud, and many advertisers choose to place ads on MFA sites. To ascertain whether particular MFA sites are consistent with their advertising objectives and brand values, marketers require the right tools. Brands have more control and granularity to choose the level of protection that best meets their needs thanks to DV’s tiered MFA categories.
MFA brand suitability measurement
To find MFA sites at scale, DV’s tiered MFA brand suitability categories employ a proprietary analysis method that makes use of a special combination of human and AI-based auditing. MFA sites are found by examining several aspects, including their methods of content creation, activities, sources of ad traffic, and the monetization of their ads. An MFA site is then categorized into one of three DV brand suitability tiers based on its features.
This category designates websites with the most extreme MFA content or attributes. It includes a high ad density with page content, a heavy reliance on paid traffic sources with negligible to no organic traffic, and an average ad intensity (a measurement of an ad’s viewable duration) that is considerably below the DV benchmark.
Recognizes locations exhibiting different levels of MFA activity. For instance, a website may use a high ad density in comparison to the content of the page. However, its average ad intensity may be close to the DV benchmark.
Describes websites or portions that combine MFA and non-MFA content; this could include websites where only a portion or subdomain has MFA features or content.
The most thorough and nuanced level of analysis is possible with DV’s method, which also avoids false positives and misclassification. For instance, a website may have a large amount of advertisements on it. However, it may also have high rates of direct and search engine traffic. The publisher in this case would not qualify as an MFA website according to DV’s definition.
For programmatic buyers
With this release, DV provides MFA classification, measurement, and protection with one of the industry’s most comprehensive and detailed toolkits. To prevent pre-bids, DV’s Authentic Brand Suitability (ABS) will soon incorporate DV’s tiered MFA categories. For programmatic buyers, DV can offer a curated MFA exclusion list in the interim. Through DV Pinnacle®, an advertiser’s brand safety and suitability profile can be easily integrated with DV’s tiered MFA categories for post-bid measurement and monitoring. The new offering strengthens DV’s controls in response to the surge in online MFA content. It expands upon its September 2023 beta release.
Here’s what they said
Jack Smith, Chief Innovation Officer at DoubleVerify said,
“The introduction of our MFA brand suitability categories is a critical development for the advertising industry. Our goal is to equip marketers with tools for nuanced measurement and management of MFA content, significantly enhancing precise brand protection. This innovation ensures that marketing efforts are strategically aligned with brand goals and values, fostering deeper consumer engagement and trust, while also optimising investments and performance.”
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:
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.
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.
Businesses can relax knowing that their Facebook and Instagram campaigns are authenticated by the top independent third-party verification provider in the industry.
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.
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
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.
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.
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.
DoubleVerify, an industry-leading software system for data, analytics, and measurement in digital media recently announced that advertisers using Twitch inventory and Amazon custom audiences in Amazon DSP with server-to-server (S2S) integration would now have greater measurement coverage. With S2S integration, DV is the first third-party measurement provider that gives advertisers on Amazon DSP complete media quality and performance solutions for measuring and optimizing ads served to Amazon custom audiences.
DoubleVerify’s expanded measurement with S2S Integration for Amazon Custom Audiences
Using Amazon DSP, brands can directly reach and re-engage with consumers through custom-built segments known as Amazon custom audiences. Moreover, advertisers can easily implement DV’s viewability, fraud/IVT, and in-geo measurement solutions on Twitch, an interactive live streaming platform for a variety of content including sports, music, gaming, and entertainment, using Twitch Ad Server or Amazon DSP. With DV Pinnacle—DV’s industry-leading, unified service and analytics platform that provides access to quality and performance insights across devices and buying solutions—advertisers can access comprehensive campaign metrics and insights across Twitch inventory and Amazon custom audiences.
Programmatic offerings via Amazon DSP
DV has powered various programmatic offerings through Amazon DSP over the years, such as DV’s CTV Activation Certification, Custom Contextual, and Authentic Brand Suitability. Advertisers can now take advantage of DV’s independent measurement solutions for a greater range of media buys thanks to this recent integration.
Here’s what they said
Steven Woolway, EVP, of Business Development, at DoubleVerify said,
Amazon Ads continues to break new ground in driving real business outcomes for advertisers while ensuring campaign measurement can be independently verified. We’re thrilled to build on our successful integration with Amazon DSP and expand our measurement coverage – enabling advertisers to seamlessly activate DV third-party measurement solutions across Twitch inventory and Amazon custom audiences.
Instacart has partnered with Integral Ad Science and DoubleVerify to transform the transparency of Instacart Ads and authenticate Instacart Ads using DV’s market-leading viewability and fraud verification across Instacart Ads.
Instacart partners with IAS to launch ad transparency
Leading worldwide media measurement and optimization platform Integral Ad Science just announced a partnership with Instacart. With the help of the top grocery technology business in North America, Instacart Ads now have a higher level of transparency. Through this intriguing alliance, Instacart Ads will now support IAS’s viewability and invalid traffic (IVT) measurement. More than 5,500 brands that work with Instacart will profit from this.
The success of Instacart’s business is greatly influenced by Instacart Ads. By giving advertisers access to prime digital real estate in front of interested consumers, powerful advertising products and solutions combine the best of online advertising to assist CPG firms of all sizes in moving products off the shelves. Additionally, it makes it possible for CPG brands to interact with customers at the point of sale thanks to cutting-edge platforms and technology. Over 1,400 retail brands collaborate with Instacart, which is accessible to over 95% of North American households.
IAS’s viewability and invalid traffic measurement
The IVT solutions from IAS are made to guarantee that advertisements are seen by as many real people as possible in a variety of advertising situations. When advertisements are presented to consumers for a longer length of time, there is a larger likelihood that they will make an effect. With access to viewability analytics, advertisers can reallocate their budgets to the best-performing ad styles in order to maximize their spending. With regard to both buyers and sellers, IAS’s dependable viewability solutions promote efficiency and do away with time-consuming reconciliations.
Working with nine of the ten biggest RMNs, IAS has become the industry leader in third-party verification of retail media networks. When completely deployed, IAS’ viewability and invalid traffic assessment will provide Instacart advertisers with more assurance that their advertisements are being viewed by actual individuals and more transparency. Additionally, it will contribute to the success of media campaigns run by Instacart clients.
Here’s what they said
Tim Castelli, Vice President of Global Advertising Sales at Instacart said
We are delighted to partner with IAS as a third-party measurement platform for Instacart Ads. Their powerful technology ensures that marketers invest their spend on real consumers that want to make a purchase. Instacart Ads is a critical part of our business, with thousands of category-leading and emerging CPG brands using our platform and technology to meet consumers at the point of purchase.
Lisa Utzschneider, CEO, of Integral Ad Science, commented,
We’re honored that Instacart selected IAS to be a measurement partner and today’s announcement further reinforces IAS’s leadership in the retail media network space. Instacart Ads has quickly established itself as one of the most effective retail media networks in North America. Advertisers recognize the power of the Instacart Ads platform and the impact it has on sales and they are looking to add third-party measurement for even greater transparency.
DoubleVerify’s New Partnership to Validate Instacart Ads
Instacart, the top grocery technology business in North America, and DoubleVerify, a leading software platform for digital media measurement, data, and analytics, have partnered to allow media verification and enhance advertising performance throughout the platform. In order to confirm that Instacart video and display advertising are viewable by humans and are free from fraud/invalid traffic (IVT), the collaboration will make use of DV’s technology and data.
DoubleVerify’s quality measurement technology for advertisers
Instacart marketers will gain
- Fraud Protection – thanks to DV’s quality measuring technology effective advertising will reach genuine people. DV detects and safeguards advertising from fraud and IVT. It ranges from bot manipulation to hacked devices.
- Viewability Verification – DV offers thorough viewability verification. It determines whether an advertisement has the chance to be viewed and illuminate its effect.
DV’s technology for ad transparency
To measure and validate advertising on its retail media network (RMN), Instacart has chosen DoubleVerify and IAS. DV’s cutting-edge technology and data will be used in this partnership to validate the viewability of Instacart’s video and display advertising, guaranteeing that they are seen by actual people and are brand-safe.
Here’s what they said
Mark Zagorski, CEO, of DoubleVerify, said,
We are excited to extend DV’s independent measurement on the Instacart Ads platform to ensure that campaigns meet key media quality criteria while maximizing performance for advertisers. Instacart has been a pioneer in online grocery shopping for over a decade, and this partnership exemplifies the leadership, innovation and trust that both companies have built.
Tim Castelli, Vice President of Global Advertising Sales at Instacart added,
We’re thrilled to partner with DoubleVerify to provide valuable viewability and IVT authentication to our mutual advertising clients. As we continue to scale our advertising solutions, we are committed to delivering measurable value and growth for our brand partners.
The renowned software platform for measuring digital media, DoubleVerify has recently extended its brand safety and sustainability offering. It attempts to make it possible for advertisers to track and get rid of MFA (Made for Advertising) websites. DV has advanced a precise definition of MFA with this breakthrough. Moreover, it helps marketers recognize and successfully handle MFA-driven challenges. To analyze MFA, DoubleVerify has unveiled its patented process that uniquely fuses human and artificial intelligence auditing. In their brand safety and suitability profile, customers may now easily enable DV’s solutions for measurement and monitoring. DV Authentic Brand Suitability will also be activated to avoid pre-bids.
Concerns about MFA websites
An ANA report was published in June amid worries that AI techniques were hastening the creation of offensive online content. It claimed that 21% (one-fifth) of all programmatic impressions were derived from MFA websites. Moreover, it attracted 15% of total ad expenditure. Additionally, DV carried out its independent investigation, wherein it was discovered that some MFA sites generate hundreds of millions of impressions each month.
Due to the lack of a standardized definition of what MFA is, it has led to misunderstandings. MFA content is often misconstrued as solely bot-driven and fraudulent traffic. But it only represents a small percentage of MFA traffic. Due to their false identities, these websites are excluded from standard fraud controls. On the other side, legitimate human users drive a majority of MFA traffic. They usually are directed to paid channels like social media and content recommendation engines.
DV’s definition of MFA sites
According to DoubleVerify, MFA sites are the ones whose single purpose is to deliver ads. One can analyze several factors to locate these sites. The factors are set across ad monetization activities, ad traffic sources, and approaches to content creation. Particularly, these websites have the following characteristics.
- Significant ad density compared to the page’s actual content; frequent ad refreshes to optimize yield each visit.
- With hardly any traffic originating from organic sources, monetization is primarily dependent on paid traffic channels – for instance native and social.
- Constant scrolling and browsing through the same domain’s content
- Content that has been literally copied across several websites and is occasionally generated automatically by generative AI.
The approach that DV uses makes it possible to prevent false positives and miscategorization. It accomplishes this by enabling a thorough and complex level of testing. For instance, a website may have a sizable amount of ads while also receiving a lot of direct and search-enabled traffic. The publisher would not fit DV’s definition of an MFA website in this case. DV has mostly given its clients the capability to access MFA sites upon request. Beginning September 20, 2023, DV’s offering will be extended in beta to all advertisers. The solution will continue to change and advance over successive development cycles.
Here’s what they said
Mark Zagorski, CEO of DoubleVerify stated,
DV continues to lead with customer-driven innovation that helps advertisers tackle the rapidly evolving challenges in digital advertising that impact media quality and performance. With the rise of AI tools that can rapidly spawn MFA sites, DV’s own AI tech is crucial in empowering global brands to identify, measure and avoid problematic MFA content in real time and ultimately drive better marketing outcomes.
Jack Smith, CPO at DoubleVerify added,
The term ‘Made for Advertising’ has created significant confusion within the industry. As an industry-leading measurement and verification provider, we believe it’s crucial to lead by example and offer clarity. Our goal is to safeguard advertiser investments and support high-quality publishers who are seeking to monetize legitimate content.
A strategic partnership between DoubleVerify (DV), the market leader in multimedia analysis and data collection, and Scibids Technology SAS has been disclosed. In terms of optimizing digital campaigns using AI, the latter is at the forefront. The $125 million purchase agreement comprises both cash and stock trades. The acquisition is expected to be finalized in quarter three of 2023. In the world of advertising, DV has a solid reputation for being open and reliable. The collaboration may be viewed as a union of two top platforms. Each gives marketers reliable information and AI to help them make the most of their digital endeavors.
Mark Zagorski, CEO of DoubleVerify stated in the announcement,
The acquisition of Scibids is a decisive step in our journey to power superior campaign outcomes that started with developing and delivering the industry standard in media quality insights and has evolved into putting that data t work for advertisers.
He further commented,
The combination marries DV’s proprietary data with Scibids’ AI-powered optimization technology, letting us empower brands with unparalleled insights and control over their advertising performance
An AI-powered acquisition
With Scibids’ AI technology and real-time algorithm optimization, the DV-Scibids alliance aims to bring together the most trustworthy media and performance metrics from the former. The agreement will be the first to give DV the ability to conduct an entire media transaction, from inception through analysis. Additionally, it will give marketers immediate marketing results without third-party cookies. DV’s move from performance proxies to KPIs for advertising will produce real-world business results in line with advertisers’ objectives.
Remi Lemonnier, CEO & Co-Founder of Scibids remarked in his statement,
This partnership will amplify the capabilities of our customizable AI technology and expand its impact across the digital advertising ecosystem to strengthen the open web.
Scibids Technology SAS is a pioneer in the use of AI to drive marketing strategies. They are well-known for developing artificial intelligence technology that supports marketers’ decision-making for programmatic digital ad campaigns by automating and improving it. The company boasts high profile clients like Allianz, Dell and Spotify.
What’s in it for DoubleVerify?
The buyout offers DV several advantages. All targeted programmatic ad campaigns will benefit from multimodal dynamic efficiency measurement. There will also be benefits in the area of optimization. According to the agreement, DV will incorporate Scibids’ AI technology into its media quality at the point of impression, followed by performance indicators Automating bidding among top DSPs will also simplify manual processes and foster cost savings for DV.
DV had previously revealed an intriguing, workable agreement with Scibids for the launch of the Algorithmic Optimizer. This innovative technology would leverage tailored artificial intelligence to improve attention metrics. During Fortune 500 campaign tests, the tool reportedly increased attention levels by 63% and impressions by 95%.
In this ever-evolving landscape, companies rush to harness the power of AI and embrace innovation. The industry is reaffirming safe practices despite AI dominance. All eyes are turning to this partnership to see how it elevates the advertising landscape.
DoubleVerify (DV), a prominent software platform for digital media measurement, data, and analytics, said today that it has gained Media Rating Council (MRC) accreditation for video filtering, benchmarking, and Connected TV ( CTV) entirely full-screen along with completion metrics.
To elaborate on the newly recognized DV solutions, let us start with metrics for CTV fully-on-screen. With this functionality, it is possible to measure whether all pixels are in view, if the TV screen was turned off, and quartile completion, offering valuable insights – when the viewability technology is not currently enabled,
The unique components of DV’s completely on-screen completion measurement solve existing viewability problems for CTV advertisers.
Now to talk about Benchmarks, the MRC certification of DoubleVerify’s benchmarks means that these cross-industry performance measures that compare a brand’s performance to others in a given vertical or across all measured traffic have been approved by the MRC.
Mark Zagorski, CEO of DoubleVerify said on record –
Earning MRC accreditations for industry-first solutions across CTV and video environments, where investments continue to surge, reinforces our mission to help make the digital ad ecosystem stronger, safer and more secure, by providing superior media quality and performance solutions to our global brand customers
Another important solution is that of Video Filtering. It is part of DV Video Complete, which allows marketers to assess campaign quality holistically and enhance brand protection across all video contexts and platforms, such as CTV, mobile, and desktop.
Furthermore, even in settings where typical video blocking technology is not available, video filtering prevents advertising from being displayed. This DV reported measure is valid, trustworthy, and effective, according to MRC certification.
Zagorski further added –
These new accreditations help us give advertisers continued clarity and confidence in their digital investments
The MRC also granted continued accreditation for display and digital video impressions, viewable impressions, and IVT (invalid traffic) in desktop, mobile web, mobile application, and CTV environments.
Viewable impressions and property-level ad verification metrics in desktop, mobile web, and mobile application environments – were also granted.
The continuance of DV’s MRC certification, as well as first-time accreditations for the DoubleVerify metrics mentioned earlier, demonstrates that the company continues to develop and launch new products while adhering to the industry’s highest standards.
George W. Ivie, Executive Director and CEO of the MRC commented –
DoubleVerify’s participation in the MRC’s accreditation process since 2013 has demonstrated its capabilities in keeping pace with evolving industry trends, such as with this most recent expansion of its accredited metric offerings in the CTV environment
He also said that this participation has most significantly demonstrated DV’s commitment to assisting marketers in better protecting their digital ad spend, regardless of where those advertisements appear.
In February 2013, DV gained MRC approval for its impression quality package of services and desktop display viewability for the first time. The MRC awarded its accreditation for desktop video ad viewability and invalid traffic for desktop and mobile web in 2015.
DV was awarded certification in 2017 for detecting invalid traffic in mobile applications. Last year, the firm was awarded MRC accreditation for impression measuring in CTV as well as third-party integrated measurement on Facebook.