Double Verify (DV) has extended its assurance partnership with Meta to boost transparency and control for advertisers. This expansion widens DV’s brand safety and suitability solutions to encompass feeds and Reels on Facebook and Instagram, offering advertisers comprehensive protection across Meta’s diverse landscape.
This expansion builds upon a long-standing collaboration between DV and Meta. Since 2017, DV has provided crucial fraud and viewability measurement across Facebook and Instagram, ensuring ads reach real humans, not bots. 2019, they furthered their partnership by introducing brand safety and suitability solutions for Facebook’s in-stream video inventory and Audience Network.
The evolving partnership reflects the dynamic digital advertising landscape and the growing significance of user-generated content platforms such as Reels. With the emergence of Reels, a short-form video format akin to TikTok, advertisers have found a fresh avenue to connect with consumers.
However, the challenge of navigating potentially risky content within user-generated feeds comes alongside the potential for reach and virality. This is where DV’s expertise shines.
DoubleVerify CEO Mark Zagorski underscores the company’s dedication to delivering media quality solutions across the Meta ecosystem through this expansion.
Extending brand safety to feeds and Reels boosts advertiser confidence, ensuring impactful campaigns while safeguarding brand reputations from harmful content.
The enhanced partnership offers advertisers a multitude of benefits:
Holistic media quality measurement:
DV’s AI-powered technology analyzes content at scale, ensuring ads aren’t placed alongside sensitive or inappropriate material, regardless of where they appear on Facebook or Instagram.
Independent verification:
As a trusted third-party provider, DV offers brands peace of mind, knowing their campaigns are monitored with neutrality and objectivity.
Enhanced control and efficiency:
DV’s advanced tools empower advertisers by enabling clear brand safety and suitability parameters, automating campaign optimization, and providing actionable insights for better decision-making.
Maximized campaign performance:
By mitigating risks and optimizing placements, advertisers can ensure their messages reach the right audience, driving greater engagement and ROI.
This news comes at a crucial time for the digital advertising industry, where concerns about brand safety and suitability remain prevalent. With user-generated content platforms like Reels on the rise, the need for independent verification and control grows exponentially.
DoubleVerify’s Meta expansion directly addresses advertiser needs in a dynamic landscape, providing tools and confidence. Meta’s VP of Global Marketing Solutions, David Mortenson, expresses pride in collaborating with DoubleVerify, offering advertisers increased control and transparency.
This expanded partnership reaffirms our commitment to a safe environment for brands. Looking forward, DV and Meta’s collaboration will evolve, empowering advertisers in the dynamic digital landscape. Emphasizing brand safety, this partnership shapes a secure and transparent future for digital advertising.