• by Ray Schultz , August 5, 2024

Recommendation platform Taboola has adopted DV Authentic Marketplace, a pre-bid activation solution from DoubleVerify.  

This arrangement allows Taboola advertisers to go beyond standard categories and keyword blocklists, ensuring customized protection, it says. 

Taboola had already offered DoubleVerify’s brand suitability and ready-to-use pre-bid segments, but this integration will give advertisers “even more controls about where and how their ads appear,” says Adam Singolda, CEO and founder of Taboola.  

For instance, Taboola advertisers can import their custom brand safety and suitability settings from across their entire media mixes, the company says. Campaigns run on Taboola will adhere to the same brand safety preferences a brand has across all of its buys. 

They can also avoid appearing with unsuitable content. 

"This expansion of DV Authentic Brand Suitability contributes to a more robust digital landscape while protecting brand reputation,” says Steven Woolway, executive vice president of business development at DoubleVerify. 

Roughly 18,000 advertisers use Taboola to reach nearly 600 million daily active users, the company reports. 

Taboola recently was re-certified for the Brand Safety Certified Seal from Trustworthy Accountability Group.

The company has also debuted an AI-powered technology designed to help publishers drive more traffic. The new offering, Taboola for Audience, combines AI-powered personalization capabilities in a unified audience development platform, Taboola says.