DoubleVerify Bolsters Media Quality Authentication on Pinterest with Brand Safety and Suitability Measurement
DoubleVerify (NYSE: DV) has expanded its partnership with Pinterest to provide advanced brand safety and suitability measurement for global advertisers. Utilizing DV’s AI-powered classification technology, the new service aims to ensure that digital ads align with suitable content, thereby protecting brand reputation and maximizing campaign effectiveness. The solution offers comprehensive media quality measurement across various ad formats on Pinterest, backed by DV’s trusted third-party verification. The expanded service is available globally and supports all languages, with data and insights accessible via the DV Pinnacle platform.
- AI-powered classification technology enhances ad alignment with suitable content.
- Comprehensive media quality measurement across display and video ad formats.
- Independent third-party verification offers credible campaign authentication.
- Expanded service supports all languages, increasing global accessibility.
- Enhanced advertiser confidence in digital investments on Pinterest.
- Potential increased costs for advertisers due to advanced measurement tools.
- Over-reliance on AI technology may present challenges in unique content scenarios.
Insights
The expansion of DoubleVerify’s brand safety and suitability measurement to Pinterest is a strategic move that enhances the platform's appeal to advertisers concerned with the placement of their ads. As advertisers increasingly demand transparency and control over where their ads are shown, this partnership leverages DV's AI-driven classification technology to ensure ads are aligned with appropriate content.
This development is significant because it addresses a central concern in digital advertising: brand safety. Advertising alongside objectionable content can damage a brand's reputation and advertisers are willing to pay a premium for platforms that offer robust safeguards. By incorporating DV’s industry-leading tools, Pinterest can attract larger advertising budgets from brands that prioritize safe and suitable ad placements.
In the short term, this move could lead to an increase in ad spend on Pinterest as brands feel more confident in the platform’s ability to protect their reputation. In the long term, ensuring consistent ad quality and safety can bolster Pinterest's credibility and competitiveness in a crowded social media landscape.
Adopting advanced AI for content classification is a forward-looking strategy that aligns with broader industry trends toward greater transparency and accountability in digital advertising.
DoubleVerify’s use of advanced AI technology for content classification is a noteworthy aspect of this update. The ability to analyze multiple content types—such as video, image, audio, speech, text and links—shows the sophistication of DV’s Universal Content Intelligencetm engine. This technology enables a more comprehensive and accurate assessment of content safety and suitability, which is important in a user-generated content environment like Pinterest.
By utilizing AI, DV can process vast amounts of data at scale, ensuring that ads are not only placed in safe environments but also aligned with appropriate and relevant content. This is particularly important for video and multimedia content, which can be more challenging to classify accurately without advanced technology.
For investors, the adoption of this cutting-edge technology highlights the company’s commitment to innovation and maintaining a competitive edge in the digital advertising space. It also underscores the growing importance of AI in enhancing the quality and efficacy of ad placements.
Global brands will benefit from DV’s industry-leading, AI-powered classification technology to gain transparency into Pinterest In-Feed inventory
“We're thrilled to bring DV’s brand safety and suitability measurement to Pinterest, ensuring campaigns meet top media quality standards while maximizing advertiser performance,” said Mark Zagorski, CEO at DoubleVerify. “DV’s advanced AI-driven classification technology allows advertisers to align their brand promotion with appropriate and suitable content – maximizing transparency, effectiveness, and confidence in their digital investments.”
With this release, Pinterest advertisers will gain:
- Brand Reputation Insights: DV’s brand safety and suitability measurement shows whether digital advertising is aligned with non-objectionable and suitable content, helping to safeguard reputation and preserve brand equity across Pinterest in-feed placements.
- Comprehensive Coverage: DV offers holistic media quality measurement across display and video ad placements on Pinterest.
- Trusted Measurement: Brands can rest assured that the industry’s leading, independent, third-party verification provider authenticates their Pinterest campaigns.
DV Universal Content IntelligenceTM, the company’s industry-leading classification engine, powers its brand safety and suitability solution. Utilizing advanced artificial intelligence (AI) technology, DV analyzes all key content types — including video, image, audio, speech, text, and link elements — to provide advertisers with accurate classifications and ensure comprehensive coverage and protection at scale.
“Pinterest is committed to using our platform to create a more positive experience online, and we strive to be brand safe by default with leading content policies,” said Bill Watkins, Chief Revenue Officer at Pinterest. “Through our expanded partnership with DoubleVerify, we are confident that advertisers will have the necessary tools to reach relevant, engaged audiences and help ensure that adjacent content aligns with brand values”
In April 2020, DV announced the launch of viewability and invalid traffic measurement on Pinterest. With this release, advertisers can leverage DV’s brand safety and suitability measurement globally across all supported languages.
Brands can access their measurement data and insights through DV PinnacleⓇ, the company’s unified service and analytics reporting platform, to monitor and optimize the performance of their Pinterest ads campaigns.
For more information about DoubleVerify, visit http://www.doubleverify.com.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, DV strengthens the digital advertising ecosystem, ensuring a fair value exchange between buyers and sellers of digital media.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240613909219/en/
Media:
Chris Harihar
chris@crenshawcomm.com
Source: DoubleVerify
FAQ
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