Taboola Integrates DoubleVerify’s Authentic Marketplace Solution, Giving Brands a More Granular Way to Customize Brand Safety; Offering Marks Partnership Expansion with DoubleVerify

Rhea-AI Summary

Taboola (Nasdaq: TBLA) has integrated DoubleVerify's DV Authentic Marketplace solution, expanding their partnership to enhance brand safety for advertisers. This integration allows Taboola advertisers to:

• Import custom brand safety settings from other media campaigns
• Go beyond standard categories and keyword blocklists
• Customize protection against unsafe and unsuitable content before bidding

This move follows Taboola's recertification for the Brand Safety Certified Seal from Trustworthy Accountability Group (TAG). The partnership aims to provide advertisers with more confidence in their ad placements and enhance overall campaign performance on Taboola's platform.

Positive

• Integration of DoubleVerify's DV Authentic Marketplace solution enhances brand safety controls for advertisers
• Taboola received recertification for the Brand Safety Certified Seal from TAG
• Partnership expansion with DoubleVerify may attract more advertisers to Taboola's platform

Negative

• None.

Insights

AdTech Analyst

The integration of DoubleVerify's Authentic Marketplace solution into Taboola's platform is a significant enhancement for advertisers using Taboola. This move allows for more granular control over brand safety and content suitability, which is important in today's digital advertising landscape.

Key benefits include:

• Customized protection beyond standard categories and keyword blocklists
• Ability to import brand safety settings from other media buys
• Consistency in brand safety preferences across all campaigns

This integration, coupled with Taboola's recent Brand Safety Certified Seal recertification, positions the company as a strong player in brand-safe advertising. However, the impact on Taboola's revenue remains to be seen, as stricter brand safety controls could potentially limit ad inventory.

Digital Marketing Strategist

This partnership expansion is a strategic move for both Taboola and DoubleVerify. For advertisers, it offers enhanced control and transparency, which are increasingly important in the current digital ecosystem. The ability to customize brand safety settings at a granular level could lead to:

• Improved ad performance due to better targeting
• Reduced risk of brand reputation damage
• Potentially higher CPMs for premium, brand-safe inventory

However, it's worth noting that while this integration provides more control, it may also increase complexity in campaign management. Advertisers will need to carefully balance their brand safety requirements with reach and performance goals to maximize the benefits of this enhanced functionality.

NEW YORK, Aug. 05, 2024 (GLOBE NEWSWIRE) -- Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced its adoption of DV Authentic Marketplace, a pre-bid activation solution from DoubleVerify (“DV”) (NYSE: DV), the leading software platform for digital media measurement, data, and analytics.

Since 2021, Taboola’s advertiser partners have had access to DV’s standard brand suitability and ready-to-use pre-bid segments, allowing for control over the quality of where their ads are placed.

Now, with the integration of DV Authentic Marketplace, Taboola advertisers can experience the benefits of DV Authentic Brand Suitability (ABS) on the platform. Advertisers are able to go beyond standard categories and keyword blocklists – enabling customized protection that helps advertisers avoid unsafe and unsuitable content before placing a bid.

With DV Authentic Marketplace, Taboola advertisers can import their custom brand safety and suitability settings from across their entire media mixes into Taboola campaigns. This allows for campaigns that run on Taboola to adhere to the same brand safety preferences a brand has across all of its buys.

The integration of DV Authentic Marketplace comes on the heels of Taboola’s recent recertification for the Brand Safety Certified Seal from Trustworthy Accountability Group (TAG), which certifies that Taboola’s operations meet not just the leading industry standards in brand safety, but also the best-in-class practices on a global level. Additionally, Taboola has numerous brand safety certifications and partnerships empowering advertisers to spend with confidence on Taboola, ensuring ads run on trusted publisher sites.

"We are thrilled to enhance our partnership with Taboola with the integration of DV Authentic Marketplace, giving brands confidence that their ad investments are matched with the appropriate content environment, leading to enhanced performance," stated Steven Woolway, EVP of Business Development at DoubleVerify. "This expansion of DV Authentic Brand Suitability contributes to a more robust digital landscape while protecting brand reputation.”

“We're proud of our partnerships with leading partners like DoubleVerify, who share a commitment to top-tier industry standards in brand safety, suitability, and transparency," emphasized Adam Singolda, CEO and Founder of Taboola. "With the integration of DV Authentic Marketplace, we're giving advertisers even more controls about where and how their ads appear.”

About Taboola

Taboola powers recommendations for the open web, helping people discover things they may like.

The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.

Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers.

Learn more at www.taboola.com and follow @taboola on Twitter.

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.

Disclaimer - Forward-Looking Statements

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FAQ

What new feature has Taboola (TBLA) integrated for brand safety?

Taboola has integrated DoubleVerify's DV Authentic Marketplace solution, which allows advertisers to import custom brand safety settings and customize protection against unsafe content before bidding.

How does the DV Authentic Marketplace integration benefit Taboola (TBLA) advertisers?

The integration allows Taboola advertisers to go beyond standard categories and keyword blocklists, enabling customized protection that helps avoid unsafe and unsuitable content before placing a bid.

What recent certification did Taboola (TBLA) receive for brand safety?

Taboola recently received recertification for the Brand Safety Certified Seal from Trustworthy Accountability Group (TAG), confirming that its operations meet leading industry standards in brand safety.

When did Taboola (TBLA) first partner with DoubleVerify for brand safety solutions?

Taboola's partnership with DoubleVerify for brand safety solutions began in 2021, with advertisers having access to DV's standard brand suitability and ready-to-use pre-bid segments.