DoubleVerify Bolsters Brand Safety on Meta with Pre-screen Controls

DoubleVerify (DV), a leading digital media measurement platform, is set to introduce pre-screen content controls on Meta's Facebook and Instagram platforms. This move aims to enhance brand safety, suitability, and media performance for global advertisers. The new feature will empower advertisers to proactively avoid unsuitable content before their ads are served, further strengthening their brand reputation and campaign effectiveness.

Pre-screen controls will enable advertisers to filter out sensitive content in real-time, before bidding on ad inventory. This automated process will help brands prevent ads from appearing beside content that falls under DV's Brand Safety Floor and Suitability Tiers. By offering both pre-screen avoidance and post-bid measurement, DV provides advertisers with an unparalleled level of control over their ad placements on Meta platforms.

The combination of pre-screen controls and post-bid measurement will offer significant value to advertisers. Pre-screen protection evaluates content before impressions are transacted, ensuring that ads are delivered to appropriate environments. Post-bid measurement analyzes content after impressions are purchased, providing advertisers with insights into safe and suitable ad delivery. This approach helps brands optimize future campaigns and media investment decisions, maximizing their return on ad spend.

DV's brand safety and suitability offering is powered by its proprietary Universal Content Intelligence™ classification engine. This AI-driven engine analyzes all content types, ensuring accurate and efficient classifications for advertisers. DV has been a participant in Meta's measurement partnership program since 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. Most recently, in 2023, DV extended media quality authentication to include viewability and fraud verification for Facebook and Instagram Reels inventory.

The introduction of pre-screen content controls on Meta is expected to be available for all advertisers in early 2025. This new feature will further augment ad quality controls on Facebook and Instagram, providing brands with greater flexibility and control over their media strategies. By leveraging DV's comprehensive solution, advertisers can protect their brand reputation, optimize campaign performance, and maximize media effectiveness on Meta platforms.

In conclusion, DoubleVerify's upcoming introduction of pre-screen content controls on Meta will significantly enhance brand safety, suitability, and media performance for global advertisers. By combining pre-screen avoidance and post-bid measurement, DV offers an unparalleled level of control and optimization for brands on Facebook and Instagram. As the digital advertising ecosystem continues to evolve, DoubleVerify remains committed to providing advanced, independent tools that help advertisers protect their campaigns and maximize their media investments.