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.

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