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.