DoubleVerify (DV) has launched new content-level controls for Meta’s Facebook and Instagram Feed and Reels, enhancing brand suitability and media quality for advertisers. This update allows advertisers to proactively avoid unsuitable content before ads are served, complementing last year’s post-bid brand safety and suitability measurement. By combining pre-bid content-level controls with post-bid measurement, brands can ensure their ads appear in environments aligned with their brand values, improving campaign quality, media effectiveness, and advertising ROI.
Key Features and Benefits
- Comprehensive Media Authentication: Aligns pre-bid content avoidance with post-bid measurement, providing advertisers with insights into ad delivery and enabling optimization of future campaigns and media investments.
- New Avoidance Categories: Introduces 30 unique content-level avoidance categories, including Youth and Young Adults, Youth Entertainment, and Gambling, offering precise control tailored to brand preferences.
- End-to-End Performance: Seamless integration of content-level controls with post-bid measurement improves campaign suitability rates, reduces media waste, and enhances ad performance on Meta platforms.
- Operational Efficiency: Automated hourly refresh of content-level avoidance categories requires no manual intervention.
- Trusted Coverage: Independent, third-party monitoring ensures reliable protection of ad placements.
Technology and Platform
DV’s solution is powered by its AI-driven Universal Content Intelligence™ classification engine, which analyzes video, image, audio, speech, and text elements for superior content classification at scale. The platform uses an innovative key frame extraction method to efficiently analyze only the most significant video frames, enabling faster, more accurate content analysis with reduced computing power and environmental impact.
Measurement data and content-level controls are accessible through DV Pinnacle®, DoubleVerify’s unified service and analytics reporting platform, allowing advertisers to monitor and optimize their Meta ad campaigns effectively.
