• by Colin Kirkland , June 22, 2023

On Thursday morning at Cannes Lions, Meta and measurement partner DoubleVerify announced an expansion of the software platform’s third-party advertising-fraud protection technology to Facebook and Instagram Reels, while also ensuring that ads on the short-video feature are seen by real people.

For advertising to perform, it must be seen by a human being, not fraudulent accounts and “invalid traffic” (IVT), ranging from hijacked devices to bot manipulation. Using its verification technology, DoubleVerify aims to enforce human ad viewability.

Meta wants advertisers that are leveraging campaigns on Reels to also expect comprehensive viewability measurement. DoubleVerify says it will offer clarity around an ad’s impact, or whether it has had the opportunity to be seen.

The companies say mutual clients will be able to access measurement data and insights through DoubleVerify's unified service and analytics reporting platform DV Pinnacle. There, they will be able to monitor and optimize the quality of their Reels ad campaigns.

In addition, reporting will cover viewability and fraud across Reels' video advertising format also known as “post-loop ads.”

“The explosion in short-form, user-generated content is offering advertisers a high-engagement environment to connect with passionate online communities,” says DoubleVerify CEO Mark Zagorski, adding that this expansion with Meta allows the company to help maximize campaign impact and performance.

DoubleVerify first became a participant in Meta's measurement partnership program in 2017, offering fraud and viewability measurement on Facebook and Instagram. 

In 2019, the company launched brand safety and suitability on Facebook’s in-stream video inventory, Instant Articles and Audience Network.

In 2020, DoubleVerify received the Media Rating Council (MRC) accreditation for third-party viewability measurement and reporting for display and video ads on Facebook and Instagram and the next year, it announced an expanded brand safety and suitability integration with Facebook, extending verification to In-Stream Reserve, while providing new tools to help boost control and efficiency.