DoubleVerify is now measuring in-app brand safety at content level

DoubleVerify this week announced the launch of an expanded mobile app brand safety solution. Available since April 3, DV's solution for brand safety now offers 75 content avoidance categories in-app.

According to DV, users can now target, monitor and block apps based on app store category – in addition to other app-specific criteria, such as target age rating and star review.

“It is critical to have a comprehensive set of criteria to ensure brand safety in this channel,” added McLaughlin. “For example, according to our own data, nearly two-thirds of mobile apps that have been designated as a potential brand safety threat have a user star review of 4.0 and higher. Leveraging multiple parameters to support quality coverage is key, as in-app content becomes more robust and sophisticated.”

DV also implemented classification techniques that apply brand safety criteria at the content level. DoubleVerify says the granular classification and potential scale by allowing ads to run within apps with diverse or dynamic content, like news apps.

“DV innovated mobile app brand safety in 2017, and has continued to build our coverage within this important channel,” said Matt McLaughlin, COO of DoubleVerify. “DV’s expanded solution lets advertisers apply unified brand safety parameters across digital advertising environments, including mobile app – strengthening brand protection and driving superior campaign performance.”