DoubleVerify Announces New Capabilities for Google’s Marketing Platform

The ad fraud and performance platform launches ‘Authentic Brand Safety’

DoubleVerify announced on Monday that its Authentic Brand Safety targeting now available on Google Display & Video 360, Google Marketing Platform’s demand-side platform.

Double Verify said that Authentic Brand Safety helps brands ensure consistent activation of brand suitability criteria in pre-bid environments, allowing advertisers to reduce block rates and improve the ROI of their digital investment.

DoubleVerify says that its solution supports more than 75 avoidance categories and more than 44 languages, and brands can address their specific concerns through exclusion and inclusion lists and other customization options.

Also read: Controversial News Content Doesn’t Harm Brand Safety and Suitability: New IAB Study Finds

These criteria let advertisers allocate spend only towards qualified impressions and helps protect environments where blocking is not supported.

“At a time when it has never been more important for brands to align their values with their advertising buys, we are excited to bring the power of Authentic Brand Safety to Display & Video 360,” said Mark Zagorski, CEO of DoubleVerify. “With our proprietary Authentic Brand Safety solution, global brands can create a single quality profile that is centrally deployed, managed and optimized, ensuring seamless brand protection, while making execution far more efficient.”

  • Seamless protection: Authentic Brand Safety provides comprehensive brand safety and suitability to advertisers with symmetry between pre-bid targeting and post-bid measurement criteria. DoubleVerify’s solution supports the broadest number of avoidance categories and languages, with exclusion/inclusion lists and customization options to address brand-specific concerns.
  • Superior performance: Authentic Brand Safety maximizes buying effectiveness, ensuring that an advertiser’s brand suitability criteria are applied before media is purchased. This lets advertisers allocate spend only toward qualified impressions. Moreover, brands are further protected in environments where blocking is not supported (e.g. VAST video).
  • Streamlined operations: Another core benefit of Authentic Brand Safety is the reduction in administrative time and complexity associated with setup, deployment, and maintenance of brand suitability controls across an advertiser’s multiple buying platforms and campaigns. Through DoubleVerify’s unified service and performance platform, DV Pinnacle, advertisers can create a single profile that drives automatic, consistent updates to both pre-bid targeting and post-bid measurement criteria, which can be seamlessly deployed across all of an advertiser’s partner DSPs.

Why Brands Safety Concerns are Peaking in 2020?

Content consumption has soared during the COVID-19 pandemic. Globally, consumers have more time to fill and a clear need to stay informed. On average, consumers have doubled the amount of time they spend each day consuming content (from 3 hours 17 minutes) to an average of 6 hours 59 minutes, according to a DoubleVerify study.

Not surprisingly, the lock-down fueled by COVID-19 has accelerated an appetite for CTV, which was already growing organically. Research from the IAB earlier this year indicated a 46% year-over-year increase in CTV ad budgets. Based on this surge in CTV adoption, budgets are expected to rise further in 2020 and beyond. Consumers are not just consuming more content; they are also selective in the type of content and the channels through which they are viewing it.

Authentic Brand Safety offers advertisers a less invasive approach without sacrificing accuracy. It understands the nuances of pre-bid contexts to enable brands to drive better outcomes.

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