DoubleVerify partners with Facebook to launch expanded brand safety, suitability integration

Jean Cabico - March 31, 2021

Singapore – DoubleVerify (DV), the global software platform for digital media measurement, data, and analytics, has partnered with Facebook, to expand brand safety and suitability integration.

DV provides advertisers with comprehensive brand safety and suitability controls, category options, and languages. The platform’s brand safety technology protects a brand’s equity and reputation across all media environments and is built for the modern brand suitability era.

The partnership aims to extend verification to new premium inventory channels such as Facebook In-Stream Reserve, which is Facebook’s invite-only program that gives certain, high-quality ‘video pages’ access to premium advertising opportunities, while providing new tools to boost control and efficiency. With the expansion, DV will now offer comprehensive brand measurement solutions on Facebook and Instagram, optimizing campaign quality.

Through the partnership, the advertisers on Facebook using DV can now manage brand safety and suitability settings with precision and accuracy using 53 content avoidance categories and 39 supported languages, as well as to create ‘Allow Lists’ for Facebook In-Stream Video inventory, supporting brand and content suitability and alignment. Furthermore, the advertisers can create ‘Block Lists’ that work across In-Stream Reserve, In-Stream Video, and Instant Articles, as well as Facebook Audience Network. And lastly, they can improve operational efficiency with automated Allow and Block List updates and delivery.

In addition to its brand safety and suitability capabilities, DV has partnered with Facebook for fraud protection and viewability measurement across their inventory. The platform enables advertisers to leverage a single viewability metric to measure performance across Facebook, Instagram, other large platforms, and publishers, as well as open exchanges. With DV, brands gain a holistic view of viewability performance across platforms and can use those learnings to validate their media plan and adjust budget allocation.

“We are excited to enter this phase in our work with Facebook. We are expanding our partnership to ensure an even more brand-safe and brand-suitable advertising environment for the global brands we serve across the Facebook ecosystem,” said Mark Zagorski, the CEO of DoubleVerify.