DoubleVerify Bolsters Media Authentication On Meta

Young woman using smart phone,Social media concept.
B&T Magazine
Edited by B&T Magazine



DoubleVerify has announced the expansion of its brand safety and suitability coverage on Meta to include measurement of Facebook and Instagram Feeds and Reels.

With this release, global advertisers will be able to independently authenticate campaign quality and protect their brand equity within these engaging, user-generated media environments.

“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,” said Mark Zagorski, CEO, DoubleVerify. “The protection of brand reputation online is an important factor in maximising campaign performance for the global brands we serve”.

By bringing DV’s brand safety and suitability solution to Facebook and Instagram Feeds and Reels, DV now provides a comprehensive measurement for media buys on Meta across multiple devices, placements and formats. DV’s AI-powered classification technology – leveraging more than 15 years of experience – is based on robust content policies and trained on vast data signals to ensure a balance between protection and scale.

With this release, advertisers will benefit from:

  • Proprietary Technology: DV leverages AI to ensure the most accurate content classification at scale. DV classifies content directly above and below the placement of ads – enabling brands to authenticate the content surrounding their promotion using DV’s Brand Safety Floor and Suitability Tiers – which are mapped to the GARM framework.
  • Comprehensive Coverage: DV now offers more holistic media quality measurement across Meta ad placements, including Instagram Feed, Instagram Reels Ads, Facebook Feed, Facebook Reels Ads, Facebook in-stream video and Audience Network.
  • Trusted Measurement: Brands can rest assured that the industry’s leading, independent, third-party verification provider authenticates their Facebook and Instagram campaigns.

“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,” said Samantha Stetson, vice president of client council and industry trades at Meta. “Responsible marketing is a key priority at Meta – and we are delighted to expand our partnerships with this important solution”.

Advertisers have access to measurement data and insights through DV Pinnacle, the company’s unified service and analytics reporting platform, to monitor and optimise the performance of their Meta ads campaigns.

DV became a participant in Meta’s measurement partnership program in 2017, offering fraud and viewability solutions on Facebook and Instagram. In 2019, DV launched brand safety and suitability on Facebook’s in-stream video inventory and Audience Network. In 2021, DV announced an expanded brand safety and suitability integration with Facebook, extending verification to In-Stream Reserve, while providing new tools to boost control and efficiency. Most recently in 2023, DV extended media quality authentication to include viewability and fraud verification for Facebook and Instagram Reels inventory.

 




Please login with linkedin to comment

DoubleVerify Meta

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]