• by Laurie Sullivan  @lauriesullivan, November 5, 2024

DoubleVerify on Tuesday announced an expanded partnership with Snap to support brand safety and suitability measurement. The companies have worked together for years.

The partnership aims to help advertisers globally meet standards on Snap, as well as create more confidence by having a third party like DoubleVerify audit its quality for campaigns.

DoubleVerify CEO Mark Zagorski believes the company's mission is to help brands maximize digital investments and drive superior business outcomes through advanced AI-driven classification technology.

The goal is for advertisers to align their brand promotion with suitable content.

Snap believes the camera presents the greatest opportunity to improve the way people live and communicate. Snap is the parent company of the visual-messaging app Snapchat, founded in 2011.

Snap has been expanding its advertising platform and investments to keep its advertisers safe. It has doubled the number of advertisers in Q3 as it builds out its AI and augmented-reality platforms, according to analysts, and forecasts revenue in the fourth quarter to grow 11% to 15%.

Revenue for Snap rose 15% year-over-year to $1.37 billion in Q3 2024, per its latest earnings report released in late October.

It also showed that daily active users (DAUs) reached 443 million globally during the period -- an increase of 37 million YoY -- while total time spent watching content increased 25%.

Through this extended partnership with DoubleVerify, Snap advertisers gain brand-reputation insights.

The measurements show whether digital advertising is aligned with content that is suitable and not objectionable, helping to safeguard corporate reputation and preserve brand equity across the Snap platform.

Snap advertisers also gain media quality measurement across display and video ad placements, as well as independent, third-party authentication of their campaigns.

The technical specifications are being integrated, and the companies believe the solution will be available to all advertisers in the coming months.

Brands can access their measurement data and insights through DV Pinnacle, the company’s unified service.

Last week, DoubleVerify expanded its partnership with LinkedIn to offer advertisers media quality coverage on their in-app video ads, aligning with the social media company's video push.