DoubleVerify to Launch AI-Powered Pre-Screen Content Controls on Meta Platforms

DoubleVerify Enhances Brand Safety on Meta Platforms

DoubleVerify (DV), a leading software platform for digital media measurement, has announced the upcoming introduction of content-level pre-screen avoidance on Meta's Facebook and Instagram Feed and Reels. This new feature, set to launch in early 2025, will expand DV's suite of independent brand safety and suitability tools, offering advertisers unprecedented control over their ad placements 1

1

AI-Powered Content Classification

At the heart of DV's brand safety and suitability offering is its proprietary Universal Content Intelligence™ classification engine. This AI-driven system analyzes all types of content to provide advertisers with accurate classifications, ensuring that their ads appear in suitable environments 2

2

Dual-Layer Approach to Campaign Protection

The new pre-screen avoidance solution will work in tandem with DV's existing post-bid measurement capabilities, creating a comprehensive authentication strategy for advertisers:

1. Pre-screen Protection: Evaluates content before impressions are transacted, supporting the delivery of ads to appropriate environments.
2. Post-bid Measurement: Analyzes content after impressions are purchased, providing insights into safe and suitable ad delivery 3

   3

   .

This dual-layer approach allows brands to optimize future campaigns and make informed media investment decisions.

Related Stories

DoubleVerify Launches AI-Powered Content-Level Controls for Meta Platforms

DoubleVerify Expands AI-Powered Brand Safety Measurement on Snap

DoubleVerify Launches "The Power of Media Quality" Guide for APAC Marketers

DoubleVerify Partners with Hakuhodo DY Media Partners to Enhance Brand Advertising Results

Evolution of DV's Partnership with Meta

DoubleVerify's collaboration with Meta has steadily expanded since 2017:

• 2017: DV joins Meta's measurement partnership program, offering fraud and viewability solutions.
• 2019: Launch of brand safety and suitability measures for Facebook's in-stream video inventory and Audience Network.
• 2021: Expanded integration with Facebook, extending verification to In-Stream Reserve.
• 2023: Extension of media quality authentication to include viewability and fraud verification for Facebook and Instagram Reels inventory 1

  1

  .

Impact on Digital Advertising

Mark Zagorski, CEO of DoubleVerify, emphasized the importance of this development: "By offering both pre-screen avoidance and post-bid measurement, we will provide advertisers with an unparalleled level of control over where their ads appear on platforms like Facebook and Instagram" 2

2

This advancement comes at a crucial time when media environments are growing increasingly complex. The new tools will help advertisers protect their campaigns before they run, optimize in real-time, and maximize media performance.