Integral Ad Science, DoubleVerify, and Moat will provide advanced ad safety and keep brands away from negative exposure on Snapchat
IAS along with DoubleVerify and Moat joined the Snapchat Brand Safety Coalition, a group that will regularly meet to discuss Snap policies as well as industry best practices. The Snapchat Brand Safety Protocol is designed to block ads from appearing adjacent to user-generated content (UGC) that’s considered inappropriate or objectionable.
The three firms conducted an independent review and validation of Snapchat’s processes and found that the company’s brand safety controls provide a meaningful layer of protection for advertisers. Snap will consult the three ad verification platforms on brand safety models to ensure that its efforts are in line with the industry’s best practices.
Snap is taking the right steps
David Hahn, Chief Product Officer, Integral Ad Science, said, “IAS commends Snapchat on taking a proactive approach and partnering with 3rd party measurement companies to protect the brand image for their advertisers. Upon review of their unique user design and experience, internal processes, and protocols related to brand safety, IAS is confident that Snap is taking the right steps to mitigate brand risk for their advertisers.”
IAS, DoubleVerify, and Moat already provide independent media quality measurement and verification for Snapchat. They will now provide recommendations on measuring brand safety for in-app environments.
Wayne Gattinella, President, and CEO, DoubleVerify, said, “DoubleVerify is proud to partner with Snap on this important brand safety initiative. We applaud Snap for swiftly addressing the needs of advertisers for third-party validation across their digital media investments. We are extremely pleased that the results of our first review confirm that Snap’s brand safety controls provide a meaningful layer of protection for brand advertisers.”
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