Singapore – Taboola has announced its adoption of DV Authentic Marketplace, a pre-bid activation solution from DoubleVerify, expanding its partnership with the digital media measurement and analytics firm.
Since 2021, Taboola’s advertisers have used DV’s standard brand suitability and pre-bid segments to control ad placement quality. With the new integration of DV Authentic Marketplace, they now benefit from DV Authentic Brand Suitability (ABS) on the platform.
The adoption will enable advertisers to go beyond standard categories and keyword blocklists, providing customised protection to avoid unsafe and unsuitable content before bidding.
Additionally, Taboola advertisers can now import their custom brand safety and suitability settings from their entire media mix into Taboola campaigns, ensuring consistent brand safety preferences across all ad buys.
Steven Woolway, EVP of business development at DoubleVerify, said, “We are thrilled to enhance our partnership with Taboola with the integration of DV Authentic Marketplace, giving brands confidence that their ad investments are matched with the appropriate content environment, leading to enhanced performance. This expansion of DV Authentic Brand Suitability contributes to a more robust digital landscape while protecting brand reputation.”
Meanwhile, Adam Singolda, CEO and founder of Taboola, commented, “We’re proud of our partnerships with leading partners like DoubleVerify, who share a commitment to top-tier industry standards in brand safety, suitability, and transparency. With the integration of DV Authentic Marketplace, we’re giving advertisers even more controls about where and how their ads appear.”
The DV Authentic Marketplace integration comes after Taboola’s recent recertification for the Brand Safety Certified Seal from Trustworthy Accountability Group (TAG). The company also holds multiple brand safety certifications and partnerships, ensuring advertisers’ confidence in ad placement on trusted publisher sites.
