DoubleVerify a leading software platform for digital media measurement, data, and analytics, has introduced content-level controls for Meta’s Facebook & Instagram Feed and Reels. This expansion strengthens DV’s suite of independent brand suitability and media performance tools, enabling advertisers to proactively avoid unsuitable content before their ads are displayed. The release builds upon last year’s introduction of post-bid brand safety and suitability measurement for Meta’s platforms.
“DoubleVerify’s new content-level controls are a game changer for advertisers,” said Mark Zagorski, CEO of DoubleVerify. “By combining content-level controls with post-bid measurement, we’re enabling brands to maximize both the quality and impact of their campaigns. Advertisers can ensure their ads appear in environments that align with their brand, powering media effectiveness and boosting advertising ROI. This release strengthens our commitment to provide industry-leading, independent solutions that help brands improve quality reach and drive meaningful engagement on platforms like Facebook and Instagram.”
A robust media authentication strategy aligns protection controls with post-bid measurement, offering brands comprehensive insights and enhanced campaign effectiveness. Post-bid measurement evaluates content after impressions are purchased, allowing advertisers to gauge ad placement alignment with brand preferences. DV’s content-level controls proactively assess inventory before impressions are served, automatically identifying content that does not meet brand safety standards or suitability tiers. This ensures ads appear in appropriate environments, optimizing media investments and campaign outcomes.
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Additionally, DV has introduced 30 new content-level avoidance categories, including Youth and Young Adults, Youth Entertainment, and Gambling. These categories provide advertisers with more precise control over brand safety and suitability.
Key benefits for advertisers include:
- End-to-end Performance: Integration of content-level controls with post-bid measurement to improve campaign suitability, reduce media waste, and enhance ad effectiveness on Meta’s Facebook & Instagram Feed and Reels.
- Operational Efficiency: Automated hourly updates to content-level avoidance, eliminating the need for manual intervention.
- Trusted Coverage: Independent, third-party monitoring and protection of ad placements.
DV’s solution is powered by its proprietary AI-driven Universal Content Intelligence classification engine. By analyzing video, image, audio, speech, and text, DV delivers precise content classifications at scale. Its innovative key frame extraction method enhances efficiency by analyzing only the most crucial moments of video content rather than every frame. This approach accelerates content analysis, optimizes computing power usage, and minimizes environmental impact—ensuring accurate, high-quality campaign evaluation without unnecessary resource consumption.