DoubleVerify Continues to Lead the Industry in Quality Verification with

DoubleVerify Continues to Lead the Industry in Quality Verification with App-Level Enhancements to its CTV Brand Safety & Suitability Solution

 In Q2, CTV was the largest and fastest growing inventory at DV. As CTV investment continues to accelerate, DV is providing advertisers with additional controls to ensure media quality and performance on the channel.

DoubleVerify ("DV"), (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced enhancements to its industry leading Connected TV (CTV) brand safety and suitability solution that include DV’s app-level avoidance categories and app store data controls – providing advertisers with additional tools to ensure alignment with suitable inventory and brand equity protection on CTV.

On the heels of unveiling new enhancements to its recently announced brand suitability tiers solution, the CTV enhancements, available across both direct and programmatic buys, are built on DV’s industry-first CTV brand safety and suitability solution. Launched last year, the solution brings transparency to CTV, offering advertisers critical controls over their CTV buys via inclusion and exclusion lists, and reporting to measure campaign quality and identify violations and in-flight campaign optimizations.

“As audiences continue to flock to this channel, advertiser demand for transparency in CTV is accelerating,” said Mark Zagorski, CEO of DoubleVerify. “We’re proud to introduce innovative solutions that are not only first-in-market, but also deliver transparency, protection and performance in all environments. As brand safety and suitability needs evolve across channels, we’re committed to ensuring clients can safeguard investments and optimize performance with cutting-edge tools, data and analytics.”

The new enhancements include:

Brand Safety and Suitability Categories

Advertisers will be able to leverage DV’s measurement and protection controls to monitor, avoid and – using our innovative industry-first solution, Video Filtering – filter out any unsuitable CTV apps, based on 90+ unique brand safety and suitability categories that include Crime, Violence, Copyright Infringement, Inflammatory News and Politics, and many more.

App Store Data Controls

Advertisers will also be able to use DV to monitor and optimize away from unsuitable CTV apps, based on user age ratings, star ratings and app store categories, such as ‘Kids and Family’ or ‘Adult.’ DV offers these capabilities across all major CTV app stores.

"As CTV grows in popularity across the globe, so too does the number of apps and volume of content,” said Jack Smith, Chief Product Officer at DoubleVerify. “Without the proper protection and monitoring tools, however, it’s impossible to ensure that your brand is safe – whether buying programmatically or directly. DV is proud to lead the pack with these first-to-market brand safety and suitability features on CTV.”

DV pioneered brand safety in 2008 and has been a continuous innovator in the category. With the launch of Brand Suitability Tiers, earlier this year, DV became one of the first verification companies to align product functionality with standards advanced by the 4A’s Advertising Protection Bureau (APB) and World Federation of Advertisers (WFA) Global Alliance for Responsible Media (GARM). These guidelines seek to strengthen current brand safety and suitability practices and develop a common language for advertisers and publishers.

For more information about this release, contact sales@doubleverify.com.

DoubleVerify Launches Turnkey Brand Safety Floor, Extends Offering into

 DoubleVerify Launches Turnkey Brand Safety Floor, Extends Offering into
YouTube, and Unveils Enhancements to its Brand Suitability Solution

Customers using DV’s solution will benefit from easy to use brand safety settings and more granular suitability controls

DoubleVerify ("DV"), (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced enhancements to 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. 

Available to both advertisers and publishers since January 2021, 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 maximize monetization of the quality content they produce. Since launch, the majority of DV clients have adopted Brand Suitability Tiers, and are actively making refinements to their preferences. DV’s recent enhancements reflect customer demand for even greater control and coverage.

“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.”

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 in DV Pinnacle^Ⓡ, the company’s unified service and performance platform – enabling advertisers to quickly establish protection against the highest risk content. Aligning with industry standards, most advertisers endeavor to entirely avoid content categorized within the floor. DV’s solution streamlines this process with a click of a button.

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.

“Providing clients with turnkey access to solutions like DoubleVerify’s Brand Suitability Tiers has allowed them to feel more confident in their media placements and achieve a higher rate of brand safety and suitability,” said Yale Cohen, EVP, Global Digital Standards, Publicis Media Exchange (PMX). “We look forward to ongoing innovation in this space and will continue to work closely with MRC-accredited partners like DoubleVerify to find the most optimal brand safety and suitability solutions for the industry.”

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. As a result, advertisers can exercise more refined avoidance strategies while preserving campaign scale. Additionally, publishers can access the data and insights they need to analyze inventory and optimize campaign performance relative to suitability during and after the sales process. This transparency enables better optimization and inventory allocation that publishers can leverage in order to maximize the monetization of their supply.

DV pioneered brand safety in 2008 and has been a continuous innovator in the category. With the launch of Brand Suitability Tiers, DV became the first verification company to align product functionality with standards advanced by the 4A’s Advertising Protection Bureau (APB) and World Federation of Advertisers (WFA) Global Alliance for Responsible Media (GARM).

For more information about this release, contact sales@doubleverify.com.