Haleon Australia has recorded a measurable improvement in brand suitability across its social video campaigns after partnering with DoubleVerify, as advertisers continue to sharpen their focus on media quality in complex digital environments.
The FMCG group worked with DoubleVerify and its media agency Publicis to deploy DV’s AI-powered social pre-bid solution across multiple social video campaigns, aiming to improve both brand protection and campaign performance.
Improving media quality through pre-bid controls
The initiative centred on using DV’s social pre-bid technology to filter unsuitable content before ads were served. Initial group-level exclusions delivered a 3% uplift in brand suitability, which increased to 6% once dynamic, content-level exclusions were added.
The improvement highlights the growing role of pre-bid solutions as brands look to proactively manage where their ads appear, particularly on high-volume social video platforms.
Stronger brand impact alongside suitability gains
Alongside the suitability lift, a brand lift study conducted during the pilot showed a 10% higher ad recall for Haleon campaigns using pre-bid activation compared with those that did not, reinforcing the link between quality media environments and brand effectiveness.
Erin Burke, programmatic and operations director at Spark Foundry, said the rollout demonstrated both ease of execution and scalability.
“DV’s support and guidance through the rollout of DV’s pre-bid controls for Haleon was excellent. With the ease of execution we’ve seen in this pilot, we’re confident that the product is suitable for the large volume of campaigns that we manage. The solution helped improve performance across Haleon’s campaigns and will be key to our quality journey.”
DV’s social pre-bid solution is underpinned by its Universal Content Intelligence technology, which uses AI and machine learning to classify content in real time across digital environments.
This enables advertisers to target suitable placements while maintaining scale across social platforms.
Susie Mather, lead client partner at DoubleVerify, said the results demonstrated the value of precision tools in social video.
“We’re proud to have supported Haleon and Publicis in achieving measurable improvements to brand suitability in social video through multiple brand campaigns. This clearly demonstrates how DV’s AI-powered pre-bid controls deliver more suitable ad placements, and how our precision tools help brands take control of media quality in today’s complex social landscape.”
Rollout across Haleon’s broader brand portfolio
Following the pilot, Haleon has expanded the use of DV’s social pre-bid solution across its wider portfolio of brands, supported by DV’s account management and social strategy teams.
Melissa George, senior digital media manager at Haleon Australia Pty Ltd, said the partnership aligned closely with the company’s brand standards.
“At Haleon, we aim to ensure our brands appear in suitable environments. By partnering with DV and using their pre-bid solution alongside post-bid measurement, we increased our brand suitability rate by 6% and better aligned with our standards. This collaboration has supported more-informed decisions and reinforced our commitment to brand suitability and consumer trust.”