DoubleVerify introduces Brand Suitability Tiers
DoubleVerify is aligning with standards from the 4A’s Advertising Protection Bureau (APB) and WFA’s Global Alliance for Responsible Media (GARM).
DoubleVerify last week introduced Brand Suitability Tiers in the platform.
Brand Suitability Tiers enables brands to align suitability settings with their own unique standards. According to DoubleVerify, Suitability Tiers are the next evolution for brand safety.
With Brand Suitability Tiers, advertisers have access to 13 categories of content tiered by three levels of risk. Content risk is determined by both content type (e.g., educational, news, dramatic depiction, user-generated) and topic. In total, DoubleVerify has 89 unique Brand Safety and Suitability settings.
“At a time when brand alignment with appropriate content has never been more important, our launch of Brand Suitability Tiers delivers a more nuanced and brand-specific way to assess content and context,” said Mark Zagorski, CEO of DoubleVerify. “Optimizing for brand suitability is just one part of our broader drive to ensure that all digital transactions are transparent and secure. Through Brand Suitability Tiers, advertisers are able to carefully balance brand reputation protection and campaign scale, while publishers are empowered to better meet advertiser expectations and maximize yield for the quality content they produce.”
On the supply side, Brand Suitability Tiers let publishers access the data and insights to analyze inventory and optimize campaign performance relative to suitability — during and after the sales process. DoubleVerify says Brand Suitability Tiers provides a common language, helping demand and supply partners agree on transactions involving suitability requirements.
“It’s essential to foster collaboration between advertisers and publishers,” said Matt McLaughlin, COO, DoubleVerify. “With Brand Suitability Tiers, publishers have full transparency into how their supply is classified by category and risk tier — helping them to better align their inventory with advertisers’ unique requirements and preferences.”
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