DoubleVerify (DV) has expanded its brand safety and suitability on Meta to include the measurement of Facebook and Instagram Feeds and Reels, giving brands and advertisers independent authentication that protects brand equity in user-generated media environments.
Mark Zagorski, CEO of DoubleVerify, said the expansion of the AI-powered classification technology on the Meta apps highlights its commitment to helping brands ensure safe and suitable ad environments on different channels.
“The protection of brand reputation online is an important factor in maximising campaign performance for the global brands we serve,” he added.
DV will provide comprehensive measurement for media buys on Meta across multiple devices, placements and formats. Its AI-powered classification technology is based on robust content policies and trained on vast data signals to ensure a balance between protection and scale.
Advertisers benefit from the release with DV’s proprietary technology to report accurate content classification, holistic media quality measurement across Meta ad placements, and trusted measurement from an independent, third-party verification provider.
Samantha Stetson, vice president of Client Council and Industry Trades at Meta, said the DV’s expansion of its brand safety and suitability solutions across Facebook and Instagram is a step forward in Meta’s “ongoing efforts to foster digital transparency and trust within our advertising environments.”
Advertisers have access to measurement data and insights through DV PinnacleⓇ, its unified service and analytics reporting platform, to monitor and optimise the performance of their Meta ads campaigns.
DV became a participant in Meta’s measurement partnership program in 2017, offering fraud and viewability solutions on Facebook and Instagram. In 2019, DV launched brand safety and suitability on Facebook’s in-stream video inventory and Audience Network.
In 2021, DV expanded brand safety and suitability integration with Facebook, extending verification to In-Stream Reserve, while providing new tools to boost control and efficiency. Most recently in 2023, DV extended media quality authentication to include viewability and fraud verification for Facebook and Instagram Reels inventory.