Digital measurement and analytics platform DoubleVerify has introduced a Publisher Inventory Compatibility Score (ICS) to its publisher suite.
The score allows publishers to understand which content control settings are selected by ad buyers to assess how advertisers view the appropriateness of inventory at both site and page levels — as well as a clear means of communicating content compatibility, according to DV.
The ICS is determined by analyzing top DV advertiser brand suitability settings in comparison with DV publishers’ pages. The scoring reflects controls, including keyword avoidance, site and app lists, and content categories that are deemed unsuitable by the brands.
Publishers can also drill down into their score for each advertiser vertical.