Also extends offering into YouTube, and unveils enhancements to its Brand Suitability Solution.
DoubleVerify (“DV”) has enhanced its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more., the software platform for digital media measurement, data and analytics announced on 4 August.
Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, delivering precision and scale, while empowering publishers to meet advertiser expectations and maximise monetisation of the quality content they produce.
“DoubleVerify’s Brand Suitability Tiers enable brands to align their advertising dollars with suitable content, which improves performance,” said Mark Zagorski, CEO of DoubleVerify. “Our new enhancements further empower advertisers to proactively manage their safety and suitability preferences. This, in turn, helps create a stronger digital ecosystem where advertisers are able to support premium publisher inventory while avoiding unsuitable content. DV will continue to work closely with brands, agencies and industry groups to refine current standards and offer unique, best in-class solutions that provide maximum value to advertisers, publishers and platforms.”
According to a statement by DV, the new brand safety and suitability enhancements include:
Brand Safety Floor as Turnkey Option: To improve operational efficiency, DV’s Brand Safety Floor is now available as a turnkey option, enabling advertisers to quickly establish protection against the highest risk content.
Extending Offering to YouTube: DV is also extending its offering and current enhancements to YouTube. Now, advertisers using DV will be able to leverage the turnkey brand safety floor controls and brand suitability tiers across a wide range of digital channels, including the open web, Facebook and YouTube.
Introducing a New Brand Suitability Category: DV has also launched “Death & Injury” as a new brand suitability tiered category, enabling additional controls over how advertisers can serve ads on inventory associated with those topics.
With these new enhancements, brands benefit from more granular controls and reporting, enabling them to implement nuanced brand suitability settings and directly measure the impact in reporting, the company said in its statement.