DoubleVerify Launches Pre-Bid ‘Made for Advertising’ (MFA) Tiered Categories for Elevated Brand Suitability
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Insights
DoubleVerify's introduction of tiered 'Made for Advertising' (MFA) brand suitability categories represents a significant advancement in the digital advertising industry. The ability to categorize sites based on their ad monetization strategies, traffic sources and content creation practices allows advertisers to better align their campaigns with their brand values. This precision in targeting can lead to more efficient media buying and potentially higher ROI for advertisers.
From a market perspective, the use of AI-driven tools to enhance brand safety is becoming increasingly important as programmatic advertising grows. DoubleVerify's innovation could set a new standard for the industry, influencing how competitors develop their own brand safety tools. Moreover, this could impact the stock market by positioning DoubleVerify as a leader in the space, making it an attractive option for investors interested in the digital advertising sector.
The financial implications of DoubleVerify's new product innovation are multifaceted. By offering a more granular approach to brand suitability, DoubleVerify could see increased adoption of its platform, which may translate to higher revenue streams. Advertisers are likely to invest more in solutions that provide greater control over where their ads are placed, especially in an era where brand image is paramount.
Furthermore, the cost savings associated with reduced media waste and enhanced ad effectiveness could be significant. Advertisers that can minimize their exposure to low-quality MFA sites may see improved campaign performance and a better allocation of their ad spend. This efficiency gain could be reflected in DoubleVerify's financial performance over time, potentially leading to positive movements in its stock price.
From a legal standpoint, DoubleVerify's tiered MFA brand suitability categories could help advertisers navigate the complex web of digital advertising regulations. Ensuring compliance with various international advertising standards and data privacy laws is crucial. A tool that helps advertisers avoid unsuitable or controversial content can mitigate legal risks associated with non-compliance and inadvertent brand association with harmful content.
Additionally, the proprietary nature of DoubleVerify's analysis process may involve intellectual property considerations and maintaining the integrity of these methods will be important for sustaining competitive advantage. The legal team at DoubleVerify must ensure that their technology does not infringe on existing patents and that their own innovations are adequately protected.
First-to-market innovation aligns MFA pre-bid avoidance with post-bid measurement settings, helping programmatic advertisers reduce media waste and maximize ad effectiveness
“AI-driven MFA content has exploded over the last 12 months, creating a new set of hazards for advertisers seeking quality media performance. The introduction of DV’s tiered MFA brand suitability categories for both pre-bid avoidance and post-bid measurement offers global brands a unified, surgical solution to ensure campaigns are aligned with brand values from start to finish,” said Mark Zagorski, CEO of DoubleVerify. “Our dual approach not only safeguards advertisers, but also enhances media buying efficiency – ensuring brand safety and suitability criteria are applied at every stage of the media buying process.”
DV's recently launched tiered MFA brand suitability categories are powered by a proprietary analysis process that combines human and AI-driven auditing to identify MFA sites accurately at scale. These sites are categorized based on a comprehensive evaluation of their ad monetization strategies, traffic sources and content creation practices. Depending on the extent of MFA characteristics, sites are assigned to one of three suitability tiers:
- MFA High: Identifies sites exhibiting the most extreme MFA content or characteristics, including but not limited to significant ad density relative to page content, a predominant dependence on paid traffic sources with little to no organic traffic, and an average ad intensity
- MFA Medium: Identifies sites with varying degrees of MFA behavior. For example, a site might employ high ad density relative to page content, but the average ad intensity might be near the DV benchmark.
- MFA Low: Covers sites or sections with a blend of MFA and non-MFA content – for example, sites where only a section or a subdomain exhibits MFA content or characteristics.
DV’s approach allows for the deepest and most nuanced level of analysis, preventing miscategorization and false positives. For example, a website may feature a significant number of ads, while still registering high rates of direct and search-enabled traffic. In this instance, the publisher would not meet DV’s definition of an MFA website.
“Our proprietary analysis process blends human insight with AI-driven auditing, and establishes a new industry benchmark in brand safety and suitability,” said Jack Smith, Chief Innovation Officer at DoubleVerify. “It reflects our product mandate to verify everywhere and address new emerging threats online – ensuring DV’s customers can safeguard their digital investments and maximize their campaign outcomes.”
Following this launch, DV leads the industry with one of the most comprehensive and nuanced toolkits for MFA classification, measurement and protection. Authentic Brand Suitability offers advertisers a first line of defense, by ensuring their brand safety and suitability criteria are applied before media is purchased. When pre-bid avoidance and post-bid measurement are used in concert, brands can improve operational efficiency and quality campaign delivery, reduce block rates, eliminate media waste, and maximize ad performance effectiveness.
Unlike ad fraud, MFA inventory is not inherently invalid, and many advertisers may opt to run ads across MFA sites. Marketers need tools to help determine whether specific MFA sites align with their brand values and advertising goals. DV’s tiered MFA categories give brands enhanced granularity and control to determine the level of protection that best suits their requirements.
This enhancement to DV's suite of solutions bolsters advertisers' ability to respond to the surge in online MFA content, and ensures that DV’s controls continue to power comprehensive media protection and performance online.
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, we make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240227929854/en/
Media:
Chris Harihar
chris@crenshawcomm.com
Source: DoubleVerify
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