DoubleVerify Unveils New Pre-screen Content Controls for Advertisers
DoubleVerify (“DV”) (NYSE: DV) has announced the introduction of new content-level pre-screen avoidance tools for ad placements on Meta's Facebook and Instagram platforms. This addition aims to enhance brand safety, advertising suitability, and overall media performance for businesses looking to protect their brand reputation.
Transforming Ad Campaign Strategies with Pre-screen Avoidance
With the introduction of pre-screen avoidance, advertisers gain the ability to filter out unsuitable content before their ads are displayed. This proactive approach ensures that brands can maintain a positive image even in complex media environments. Mark Zagorski, CEO of DoubleVerify, expressed excitement about these advancements, emphasizing that they provide advertisers substantial control over their ad placements.
How the Pre-screen Solution Works
The pre-screen avoidance mechanism automatically detects content that aligns with DoubleVerify’s Brand Safety Floor and Suitability Tiers, allowing advertisers to prevent their ads from appearing next to inappropriate material. This innovative technological solution not only enhances campaign effectiveness but also enables real-time filtering of sensitive content before bids on ad inventory occur.
Combining Pre-screen and Post-bid Measurement
DoubleVerify’s dual-layer approach combines pre-screening with post-bid measurement. This strategy allows advertisers to first evaluate content before submitting their ads for display, followed by a detailed analysis of the surrounding content post-bid. Such a methodology offers deeper insights into ad delivery performance, thus optimizing future ad campaigns.
Proprietary Technology Enhancing Advertising Safety
DV's cutting-edge solution is powered by its proprietary Universal Content Intelligence™ classification engine. This advanced AI-driven engine assesses various content types, ensuring accurate classification and improving advertisers' confidence in their ad placements.
DoubleVerify's History with Meta
Since becoming a participant in Meta's measurement partnership program in 2017, DoubleVerify has continually enhanced its offerings, including fraud and viewability solutions across Facebook and Instagram. The company has launched multiple initiatives over the years to expand its brand safety and suitability features. The continued partnership between DV and Meta has strengthened the availability of comprehensive tools for advertiser protection.
Future Insights and Availability
The anticipated roll-out of the pre-screen avoidance solution is set for early 2025, promising to offer all advertisers the opportunity to leverage these advanced capabilities. As digital advertising evolves, tools like these play a critical role in helping businesses navigate the complexities of online marketing while achieving desired outcomes.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) stands as a leading platform in the media effectiveness sphere, utilizing AI technology to deliver superior results for brands worldwide. Through improved transparency in digital ad transactions, DV fosters a fair exchange of value between digital media buyers and sellers, reinforcing the integrity of the advertising ecosystem.
Frequently Asked Questions
What is DoubleVerify's new offering?
DoubleVerify has introduced pre-screen content controls for ads on Meta's platforms, allowing advertisers to avoid unsuitable content.
How does pre-screen avoidance benefit advertisers?
This feature helps brands maintain their reputation by filtering out inappropriate content before their ads are displayed.
When will the pre-screen solution be available to all advertisers?
The pre-screen avoidance tools are anticipated to be available for all advertisers in early 2025.
What technology powers DoubleVerify's solutions?
DoubleVerify's solutions are powered by its Universal Content Intelligence™ classification engine, which uses AI for accurate content classification.
What has been DoubleVerify's relationship with Meta?
Since 2017, DoubleVerify has partnered with Meta, consistently enhancing its offerings to ensure brand safety and suitability on Facebook and Instagram.
