DoubleVerify extends brand suitability tools to Meta Threads feed

DoubleVerify announced on October 16, 2025, the expansion of its post-bid brand suitability measurement coverage across Meta Threads feed. The expansion brings independent verification capabilities to Meta's text-based social platform, which reached 400 million monthly active users earlier this year.

According to the announcement, global advertisers can now leverage DoubleVerify's AI-powered classification technology to gain transparency into the content and context surrounding their advertisements on Threads feed. Mark Zagorski, CEO of DoubleVerify, stated: "As advertising evolves across emerging platforms like Threads, independent verification is critical to building trust and driving performance. With this expansion, DV ensures that global brands have the transparency, confidence, and actionable insights they need to maximize the impact of their campaigns across Meta."

The release addresses challenges specific to Threads' conversational environment. The fast-moving nature of the platform requires trusted measurement to verify advertisements appear beside suitable, contextually-relevant content without sacrificing scale. Advertisers will benefit from DoubleVerify's proprietary technology, which analyzes video, image, audio, speech, and text to deliver accurate content classifications at scale.

Technical implementation and coverage

DoubleVerify's brand suitability for Threads is powered by its Universal Content Intelligence engine. The technology uses key frame extraction to pinpoint the most relevant video moments, enabling faster and more precise analysis while reducing computing power and environmental impact. The system analyzes content directly above and below advertisements to verify suitability.

The expansion provides comprehensive coverage across Meta's advertising ecosystem. DoubleVerify's content-level controls now span Threads, Instagram, Facebook, and Audience Network. This holistic approach builds upon DoubleVerify's existing post-bid brand safety and suitability measurement launched in January 2024 for Meta's Facebook and Instagram Feeds and Reels.

Advertisers will access measurement data and insights through DV Pinnacle, the company's unified service and analytics platform. The platform enables monitoring of media quality for Meta Threads feed campaigns. Brand suitability monitoring is now available on Threads feed globally, with fraud and viewability measurement to follow soon.

Brand safety across Meta platforms

DoubleVerify's expansion to Threads represents continued development of its Meta platform coverage. The company previously launched pre-screen avoidance solutions in early 2025, allowing advertisers to avoid potentially unsuitable content on Facebook and Instagram before their advertisements are served.

The brand suitability tools help advertisers safeguard brand equity, maximize contextual relevance, and reduce waste. DoubleVerify employs a team of brand safety and suitability classification specialists who review emerging stories that could be considered controversial or challenging for advertisers. This multilateral review process evaluates language, rhetoric, and journalistic standards.

The company's AI-powered classification ensures accuracy at scale. The technology processes content across multiple platforms using a consistent classification standard regardless of language or content format. DoubleVerify's approach combines automated systems with human expertise to categorize content effectively.

Market context and advertising growth

Meta expanded advertising to Threads globally on April 23, 2025, following testing that began in January. The rollout introduced several key features, including an inventory filter tool described as a brand suitability control already available for Facebook and Instagram. This artificial intelligence-powered feature allows advertisers to control the sensitivity level of organic content appearing alongside their advertisements.

The platform's advertising capabilities have continued to develop throughout 2025. Meta introduced new advertising formats for Threads in September, including carousel ads and the 4:5 aspect ratio for single image and video ads. The company also planned to test Advantage+ catalog ads and App ads.

According to Meta's documentation, three out of four Threads users follow at least one business on the platform. This statistic highlights the business-oriented nature of a substantial portion of Threads' user activity. The platform currently supports three main ad objectives: Awareness campaigns that optimize for reach, Traffic campaigns that increase traffic to destinations, and Engagement campaigns that drive interaction with content.

Media verification and performance optimization

DoubleVerify's brand suitability for social is a key component of its Media AdVantage Platform. The platform combines media verification, ad performance optimization, and campaign outcomes measurement to maximize media effectiveness and return on ad spend. The verification tools help advertisers proactively avoid unsuitable content while maintaining campaign performance standards.

The company has established a track record of expanding measurement capabilities across platforms. DoubleVerify launched brand suitability tiers in July 2021, aligned with standards from the 4A's Advertising Protection Bureau and WFA's Global Alliance for Responsible Media. The system provides 13 categories of content tiered by three levels of risk, offering advertisers 89 unique brand safety and suitability settings.

Independent verification has become increasingly important for advertisers navigating complex digital environments. DoubleVerify's 2025 Global Insights: North America Report revealed brand suitability violation rates of 4.6% in North America, representing a 15% decrease from the previous year. The findings arrived during a period of heightened scrutiny for verification providers as industry participants demand greater transparency.

Industry implications for marketing professionals

The expansion of third-party verification to Threads addresses a critical need for advertisers seeking transparency in emerging social platforms. Brand safety concerns have driven adoption of sophisticated measurement tools across the digital advertising ecosystem. Advertisers increasingly require verification that their advertisements appear in appropriate contexts to protect brand reputation and campaign effectiveness.

Meta's advertising business demonstrated strong performance in recent quarters. The company reported 22% advertising revenue growth to $46.6 billion in the second quarter of 2025. Ad impressions across Meta's family of apps increased 6% year-over-year, while average price per ad rose 14%. These metrics reflect strong advertiser demand and improved ad effectiveness across Meta's platforms.

The introduction of DoubleVerify's measurement capabilities on Threads provides advertisers with tools to evaluate contextual relevance and improve campaign effectiveness. The combination of pre-bid controls and post-bid measurement enables brands to optimize future campaigns and media investment decisions based on comprehensive data. This dual approach addresses the need for both proactive brand protection and detailed performance analysis.

Integration with advertising infrastructure

Advertisers using Meta's advertising platform can now access DoubleVerify's verification tools alongside existing campaign management features. The integration requires no additional creative development or separate workflow implementation. The streamlined approach utilizes Meta's established advertising infrastructure while providing independent third-party verification.

DoubleVerify's expansion to Threads follows the platform's trajectory from launch through monetization. Threads launched direct messaging in July 2025 and introduced communities in October, expanding functionality beyond basic posting capabilities. These developments demonstrate Meta's ongoing investment in platform features and user engagement.

The verification provider has demonstrated effectiveness in expanding suitable inventory while maintaining brand safety standards. Case studies show significant improvements in campaign performance. Telecommunications company Vodafone achieved a 10% increase in accessible news publisher inventory while reducing block rates by 41% through implementation of DoubleVerify's technology.

Timeline

• July 31, 2021: DoubleVerify introduces Brand Suitability Tiers aligned with 4A's APB and WFA GARM standards
• December 12, 2023: DoubleVerify extends brand safety measurement to YouTube Shorts platform
• January 26, 2025: Meta begins advertising test program on Threads app
• February 18, 2025: DoubleVerify launches content-level controls on Meta platforms
• April 23, 2025: Meta rolls out ads to Threads globally
• July 15, 2025: Vodafone increases news ad inventory 10% with AI brand suitability strategy
• July 22, 2025: DoubleVerify releases 2025 Global Insights: North America Report documenting brand safety improvements
• July 30, 2025: Meta posts 22% advertising revenue growth to $46.6B
• September 11, 2025: Meta introduces new advertising formats for Threads platform
• October 2, 2025: Meta announces communities feature for Threads
• October 16, 2025: DoubleVerify expands brand suitability measurement to Meta Threads feed

Summary

Who: DoubleVerify, a software platform for digital media measurement traded on the New York Stock Exchange under ticker symbol DV, announced the expansion affecting global advertisers using Meta Threads feed for their campaigns.

What: The expansion introduces post-bid brand suitability measurement coverage across Meta Threads feed, powered by DoubleVerify's Universal Content Intelligence engine that analyzes video, image, audio, speech, and text to deliver accurate content classifications at scale. The service includes proprietary technology using key frame extraction for faster analysis while reducing computing power requirements.

When: DoubleVerify announced the expansion on October 16, 2025, at 9:00 AM Eastern Daylight Time, with brand suitability monitoring now available globally on Threads feed and fraud and viewability measurement scheduled to follow soon.

Where: The measurement coverage applies to Meta Threads feed globally, extending DoubleVerify's existing verification capabilities across Meta's advertising ecosystem including Instagram, Facebook, and Audience Network. Advertisers access measurement data through DV Pinnacle, the company's unified service and analytics platform.

Why: The expansion addresses the need for independent verification on Threads, which reached 400 million monthly active users. The fast-moving, conversational nature of the platform requires trusted measurement to verify advertisements appear beside suitable, contextually-relevant content. The service helps advertisers safeguard brand equity, maximize contextual relevance, and reduce waste while maintaining campaign effectiveness across Meta's growing platform ecosystem.