DoubleVerify last week announced that it has been certified for Facebook’s Brand Safety capability within the Facebook Marketing Partners (FMP) program. DoubleVerify says the certification will expand and deepen DV’s brand safety protection across Facebook’s in-stream video inventory, Instant Articles and Audience Network.
DV clients now benefit from the same coverage on Facebook as they do across other buying platforms – including the ability to monitor 75+ content avoidance categories, create site and app override lists, and target away from undesirable apps.
“Protecting brand reputation is critical for large digital advertisers,” said Wayne Gattinella, CEO of DoubleVerify. “We share Facebook’s commitment to maintaining a trusted and transparent marketplace, and we’re excited about this new initiative.”
Facebook has developed an API that enables the integration between Facebook and the DoubleVerify platform, allowing direct, timely access to Facebook’s information. As a result, through the API, DV will be able to centralize brand safety setup and management and automate blocklist updates to Facebook.
DV has partnered with Facebook since October 2017 for viewability and fraud protection. This deeper integration extends third-party measurement of viewability, brand safety and fraud/SIVT across Facebook ad inventory.