DoubleVerify Debuts Industry-Leading In-Feed Brand Safety and Suitability Solution on Twitter

Rhea-AI Summary

DoubleVerify (NYSE: DV) has expanded its partnership with Twitter to implement in-feed brand safety and suitability measurement for U.S. advertising campaigns. The new capability allows advertisers to assess the quality of ads adjacent to Tweets, enhancing campaign performance. CEO Mark Zagorski noted the importance of aligning brand safety solutions with user-generated content. This collaboration leverages DV's proprietary Semantic Science technology. Initially focused on Twitter’s Home Timeline, the solution will later extend to other placements. The partnership is a significant advancement in the media measurement industry.

Positive

• Expansion into brand safety and suitability measurement on Twitter enhances advertiser confidence.
• Utilization of Semantic Science technology improves the effectiveness of DV's measurement solutions.
• Collaboration aligns with industry standards set by 4A’s APB and GARM.

Negative

• None.

Now, brands can leverage DV’s independent measurement to verify the quality of their media campaigns on Twitter’s Home Timeline

NEW YORK--(BUSINESS WIRE)-- DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced an expanded partnership with Twitter to offer in-feed brand safety and suitability measurement – enabling advertisers to objectively verify and analyze the quality of their U.S. based advertising campaigns. This partnership enables DV to analyze the suitability of content adjacent to all types of ads, including Promoted Tweets

“Advertisers are demanding comprehensive brand safety and suitability solutions in user-generated content environments,” said Mark Zagorski, CEO, DoubleVerify. “Greater brand and content alignment support campaign performance and ultimately, deliver superior outcomes. We are excited to provide brand safety and suitability measurement for Twitter advertisers – in line with our mission to make the Internet stronger, safer and more secure.”

DV is processing and classifying Tweets directly above and below the placement of ads in Twitter’s Timeline – enabling brands to verify the content surrounding their advertising using DV’s Brand Safety Floor and Suitability Tiers. DV was the first to align product functionality with standards advanced by the 4A’s Advertising Protection Bureau (APB) and WFA’s Global Alliance for Responsible Media (GARM).

“Providing independent, third-party suitability measurement on Twitter’s in-feed environment represents a major milestone in the industry,” added Zagorski. “Brands will benefit from full transparency into the quality of their campaigns, greater comfort that their media buys are verified, and the ability to leverage DV’s APB and GARM aligned product functionality and reporting across Twitter, other large platforms and the open web.”

DV’s brand safety and suitability solutions are driven by the company’s Semantic Science technology and methodology. DV's Semantic Science team builds AI-driven tools that facilitate the semantic understanding of content. This unique competency powers DV’s proprietary brand safety and suitability measurement for advertisers.

“We are excited to offer advertisers the ability to leverage DoubleVerify’s independent measurement to verify brand safety and suitability on Twitter’s Home Timeline,” said AJ Brown, Head of Brand Safety at Twitter. “DV was chosen due to its industry-leading technology, depth of media quality measurement expertise, and the overall strength of our existing partnership.”

DV’s brand safety and suitability solution will focus initially on Twitter’s Home Timeline, and eventually, expand into Twitter’s Profile and Search placements. DV first partnered with Twitter in 2018 and offers fraud and viewability measurement across both display and video campaigns. For more information about DoubleVerify, contact sales@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.

View source version on businesswire.com: https://www.businesswire.com/news/home/20230125005211/en/

Media:

Chris Harihar

Chris@crenshawcomm.com

Source: DoubleVerify

FAQ

What is the new partnership between DV and Twitter?

DoubleVerify has expanded its partnership with Twitter to offer in-feed brand safety and suitability measurement for U.S. advertising campaigns.

How will DV's measurement solutions impact advertisers on Twitter?

DV's solutions will provide advertisers with the ability to verify the quality of their ads and enhance campaign performance.

What technology does DV use for its brand safety solutions?

DV employs its proprietary Semantic Science technology to facilitate brand safety and suitability measurement.

When did DV first partner with Twitter?

DoubleVerify first partnered with Twitter in 2018 to offer fraud and viewability measurement for display and video campaigns.

What are the future plans for DV's solutions on Twitter?

DV's brand safety and suitability solutions will initially focus on Twitter’s Home Timeline and later expand to Profile and Search placements.