DoubleVerify Announces Authentic Brand Safety Targeting for Programmatic Buyers – Securing Brand Protection and Driving Campaign Performance

By PRNewswire On Sep 26, 2018

DoubleVerify, the leading independent provider of digital media measurement software and analytics, announced the launch of its Authentic Brand Safety targeting solution for programmatic advertisers.

With Authentic Brand Safety targeting advertisers can now deploy a single set of brand safety controls across multiple programmatic buying platforms. By applying unified brand safety parameters throughout the media transaction (pre- and post-bid), advertisers gain secure brand protection and substantial gains in both operating efficiency and campaign performance. Authentic Brand Safety targeting can be easily executed through Pinnacle IQ Blueprint, DV’s exclusive service and performance platform.

“Aligning pre- and post-bid brand safety parameters has typically required manual operations across multiple digital platforms,” said Wayne Gattinella, CEO of DoubleVerify. “With Authentic Brand Safety Targeting, a single profile can be centrally deployed, managed and optimized – ensuring seamless brand protection, while making execution far more efficient.”

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Seamless Protection

Authentic Brand Safety targeting provides the most comprehensive brand safety solution available to advertisers today – with perfect symmetry between pre-bid targeting and post-bid measurement criteria. DV’s brand safety solutions support the broadest number of avoidance categories, with customization options to address brand-specific concerns.

Superior Performance

Authentic Brand Safety targeting maximizes buying effectiveness by ensuring that an advertiser’s brand safety criteria are applied before media is purchased. This lets advertisers allocate spend only toward qualified impressions and potentially expand audience reach. Moreover, brands are further protected in environments where blocking is not supported (e.g., VAST video). Ultimately, this alignment results in a hyper-efficient circuit that lets advertisers optimize for DV Authentic Impressions, reducing post-bid reconciliation and make-good processes, and boosting performance. To be counted as Authentic by DV, an impression must be fully viewed, by a human, in a brand safe environment.

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“Many Amobee customers utilize DV’s robust post-bid blocking criteria to protect their brand and ensure contextual relevance,” said Bryan Everett, Senior Vice President of Business Development for Amobee. “Authentic Brand Safety targeting enables consistent activation of brand safety criteria in a pre-bid setting, helping advertisers reduce block rates and enhance return on their digital investment.”

Streamlined Operations

Another core benefit of Authentic Brand Safety targeting is the reduction in administrative time and complexity associated with setup, deployment and maintenance of brand safety controls across an advertiser’s multiple buying platforms and campaigns. With Pinnacle IQ Blueprint advertisers can now 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 DSP’s.

DoubleVerify Authentic Brand Safety targeting is available on MediaMath, Amobee, Oath Ad Platforms and others; The Trade Desk and Amazon DSP are expected to be available in Q4 2018.