DoubleVerify Expands AI-Powered Brand Safety Measurement on Snap

DoubleVerify Enhances Brand Safety on Snap with AI-Powered Measurement

DoubleVerify (DV), a leading software platform for digital media measurement, has announced an expanded integration with Snap to offer brand safety and suitability measurement. This new development allows global advertisers to independently authenticate campaign quality and protect brand reputation within Snap's user-generated content platform 1

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AI-Driven Classification Technology

At the heart of this integration is DV's advanced AI-driven classification technology. This system enables advertisers to align their brand promotion with appropriate and suitable content, maximizing transparency, effectiveness, and confidence in their digital investments 2

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The brand safety and suitability solution is powered by DV Universal Content Intelligence™, the company's industry-leading classification engine. This AI technology analyzes various content types, including video, image, audio, speech, text, and link elements, to provide accurate classifications and ensure comprehensive coverage and protection at scale 3

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Benefits for Advertisers

With this release, Snap advertisers will gain several key advantages:

1. Brand Reputation Insights: DV's measurement shows whether digital advertising aligns with non-objectionable and suitable content, helping safeguard corporate reputation.

2. Comprehensive Coverage: The solution offers holistic media quality measurement across display and video ad placements on Snap.

3. Trusted Measurement: Brands can rely on independent, third-party authentication of their Snap campaigns 1

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Implementation and Availability

DV and Snap are currently implementing the technical integration and anticipate the solution will be available to all advertisers in the coming months. Advertisers will be able to access their measurement data and insights through DV Pinnacle®, the company's unified service and analytics reporting platform 2

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Expanding on Previous Integration

This release builds upon DV's previous integration with Snap. In September 2019, DV launched viewability and invalid traffic measurement on the platform. The new release expands on this, allowing advertisers to leverage DV's brand safety and suitability measurement globally across all supported languages 3

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Industry Perspectives

Mark Zagorski, CEO at DoubleVerify, emphasized the importance of this integration, stating, "We're thrilled to bring DV's brand safety and suitability measurement to Snap, ensuring campaigns meet rigorous media quality standards while maximizing advertiser performance" 1

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Darshan Kantak, SVP of Revenue Product at Snap, highlighted the platform's commitment to brand safety, saying, "Snap is committed to fostering a positive and safe online environment, and we prioritize brand safety with transparent content policies" 2

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