DoubleVerify Integrates Brand Safety Further Into Facebook

DoubleVerify has extended its verification services to Facebook’s and Instagram’s premium inventory. The expansion, announced Tuesday, offers a complete selection of accredited brand measurement solutions on Facebook and Instagram.

The third-party brand-safety and suitability solution is now available to brands buying advertising media on Facebook and Instagram. The extended services include the ability to manage settings using 53 content avoidance categories and 39 supported languages. 

Mark Zagorski, CEO of DoubleVerify, said the company has expanded its partnership to ensure that advertisers have a higher standard for brand safety and suitability.

Protecting a brand's reputation online is critical. Research from DoubleVerify and Harris Poll shows that 67% of consumers say they would stop using a brand that appeared alongside objectionable or unsuitable content. An “overwhelming” majority say they hold advertisers responsible for content. 

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The announcement made today builds on an existing partnership between the two companies.

Facebook certified DoubleVerify for brand safety in 2019, allowing the company to join the Facebook Marketing Partners (FMP) program.

The certification, at the time, expanded DoubleVerify’s safety protection across Facebook’s in-stream video inventory, Instant Articles and Audience Network.

In 2017, DoubleVerify launched Authentic Impressions for ads running on Facebook and Instagram. The partnership provided advertisers with third-party transparency into viewability and potential fraudulent content for videos and display ads.

The latest move gives advertisers Create Allow Lists for Facebook In-Stream Video inventory, supporting brand and content suitability and alignment. 

Create Block Lists that work across In-Stream Reserve, In-Stream Video, Instant Articles, and Facebook Audience Network. Allow and Block List updates and delivery are intended to improve operational efficiency with automated processes.

DoubleVerify received the Media Rating Council (MRC) accreditation for third-party integrated impression and viewability measurement, and reporting for display and video ads on Facebook and Instagram.

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