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.