Software platform DoubleVerify has partnered with Haleon Australia, reporting that Haleon has achieved a significant lift in brand suitability across social video campaigns using DV’s AI-powered social pre-bid solution.
The partnership, driven in collaboration with Haleon Australia’s media agency, Publicis, focused on enhancing media quality and campaign performance for multiple brand campaigns on a social video platform.
Haleon wanted to protect its brand and ensure media quality across its social video campaigns. Publicis implemented DV’s social pre-bid solution, which initially achieved a three per cent increase in brand suitability with group-level exclusions alone. This lift increased to 6 per cent when they added dynamic content-level exclusions.
A brand lift study conducted during the test also recorded a 10 per cent higher ad recall lift for Haleon’s campaigns with pre-bid activation than those without, reinforcing the connection between high media quality and brand impact.
“DV’s support and guidance through the rollout of DV’s pre-bid controls for Haleon was excellent. With the ease of execution we’ve seen in this pilot, we’re confident that the product is suitable for the large volume of campaigns that we manage. The solution helped improve performance across Haleon’s campaigns and will be key to our quality journey,” Spark Foundry’s programmatic and operations director Erin Burke said.
DV’s social pre-bid solution is powered by DV’s Universal Content IntelligenceTM, which leverages advanced AI and machine learning technologies to provide accurate and scalable content classification across digital environments. This technology enables brands to target campaigns with precision on social platforms by identifying suitable content in real time, supporting both brand protection and performance at scale,” Burke added.
“We’re proud to have supported Haleon and Publicis in achieving measurable improvements to brand suitability in social video through multiple brand campaigns. This clearly demonstrates how DV’s AI-powered pre-bid controls deliver more suitable ad placements, and how our precision tools help brands take control of media quality in today’s complex social landscape,” DoubleVerify’s lead client partner Susie Mather said.
Following the pilot, Haleon has implemented DV’s social pre-bid solution across its broader portfolio of brands, supported by ongoing guidance from DV’s Account Management and Social Strategy teams.
“At Haleon, we aim to ensure our brands appear in suitable environments. By partnering with DV and using their pre-bid solution alongside post-bid measurement, we increased our brand suitability rate by 6% and better aligned with our standards. This collaboration has supported more-informed decisions and reinforced our commitment to brand suitability and consumer trust,” Haleon Australia’s senior digital media manager Melissa George said.
