DoubleVerify Bolsters Media Authentication on Meta: Extends Brand Safety and Suitability to Facebook and Instagram Feeds & Reels
- DV expands brand safety and suitability coverage on Meta to include Facebook and Instagram Feeds and Reels
- Advertisers can independently authenticate campaign quality and protect their brand equity within these media environments
- DV's AI-powered classification technology ensures accurate content classification at scale
- Comprehensive media quality measurement across Meta ad placements is now available
- Trusted third-party verification for Facebook and Instagram campaigns is offered through DV
- None.
Insights
The expansion of DoubleVerify's brand safety and suitability solutions to include Facebook and Instagram Feeds and Reels represents a strategic move that addresses the growing need for transparency in digital advertising. This development could potentially increase advertiser confidence in Meta's platforms, thereby potentially leading to increased ad spending. By providing a more granular level of content classification, DoubleVerify enhances the value proposition for its services, which may lead to a positive impact on its stock performance as investors look favorably on companies that innovate and expand their offerings.
Furthermore, the use of proprietary AI technology for content classification could set a new industry standard, prompting competitors to enhance their own technologies. This may lead to a shift in market dynamics as brands seek out the most reliable and comprehensive solutions for safeguarding their online reputation. The emphasis on proprietary technology and comprehensive coverage could also act as a differentiator in the market, potentially leading to market share gains for DoubleVerify.
DoubleVerify's announcement may have a notable impact on its financial performance. As a publicly traded company, DV's ability to secure and expand partnerships with major platforms like Meta could be reflected in its revenue growth and earnings reports. Investors should monitor the company's quarterly financials for any upticks in revenue that could be attributed to the new service expansion.
In the short term, the stock may react to this news based on investor sentiment surrounding the potential for increased market share and revenue. In the long term, the consistent delivery of enhanced services could improve DoubleVerify's financial health and operational efficiency, which would be of interest to shareholders looking for sustained growth and profitability.
From a legal perspective, the collaboration between DoubleVerify and Meta underscores the importance of compliance with evolving digital advertising standards and regulations. The alignment with the Global Alliance for Responsible Media (GARM) framework indicates both companies' commitment to industry-standard practices, which may mitigate legal risks associated with brand safety violations.
As regulatory scrutiny over digital advertising practices increases, DoubleVerify's service expansion could serve as a compliance tool for advertisers, potentially reducing the incidence of legal challenges related to inappropriate ad placements. This proactive stance on brand safety and suitability may also enhance DoubleVerify's reputation as a leader in compliance, which could have positive implications for contractual negotiations and partnerships.
For the first time, global brands will benefit from DV’s industry-leading, AI-powered classification technology to gain transparency into Facebook and Instagram Feeds and Reels inventory
"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 maximizing 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 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 optimize 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.
For more information about DoubleVerify, visit http://www.doubleverify.com.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.
Facebook® is a registered trademark of Meta Inc.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240117172484/en/
Media:
Chris Harihar
chris@crenshawcomm.com
Source: DoubleVerify
FAQ
What is DoubleVerify's ticker symbol?
What platforms are included in DV's brand safety and suitability coverage expansion?
How does DV ensure accurate content classification at scale?
What is DV PinnacleⓇ?
When did DV become a participant in Meta’s measurement partnership program?
What is the most recent expansion of DV's media quality authentication?
