By Luís Daniel Rijo in Data News — Feb 13, 2024

DoubleVerify expands Brand Safety Controls with tiered "Made for Advertising" categories

DoubleVerify (DV) today announced the launch of tiered brand suitability categories for "Made for Advertising" (MFA) content. MFA content, while not inherently fraudulent, is specifically designed to display ads rather than organic content.

DoubleVerify (DV) today announced the launch of tiered brand suitability categories for "Made for Advertising" (MFA) content. This new solution aims to provide advertisers with more granular control over where their ads appear, ensuring alignment with brand values and campaign goals.

MFA content, while not inherently fraudulent, is specifically designed to display ads rather than organic content. This can present challenges for advertisers seeking brand-safe environments. DV's tiered categories address this by classifying MFA sites based on several factors, including ad density, traffic sources, and content creation practices.

Three tiers categorize MFA sites:

MFA High: Sites exhibiting extreme MFA characteristics, such as high ad density and low organic traffic.
MFA Medium: Sites with varying degrees of MFA behavior, like significant ad density balanced by organic traffic.
MFA Low: Sites or sections blending MFA and non-MMFA content, like a specific subdomain with high ad density.

Benefits for Advertisers:

Enhanced Granularity: Precise control over where ads appear based on brand suitability preferences.
Optimized Investments: Maximize reach while minimizing exposure to potentially harmful content.
Stronger Brand Protection: Safeguard brand reputation by aligning ad placements with brand values.
Deeper Consumer Engagement: Build trust with consumers by showing ads in relevant, brand-safe environments.

Integration and Availability:

The tiered categories will be integrated into DV Authentic Brand Suitability (ABS) for pre-bid avoidance.
In the meantime, DV offers a curated MFA exclusion list for programmatic buyers.
The categories seamlessly integrate with existing brand safety profiles in DV Pinnacle® for post-bid measurement and monitoring.

This launch represents a significant development in the fight against unsuitable ad placements. By providing nuanced tools for MFA management, DV empowers advertisers to optimize investments and build stronger relationships with consumers.

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