IAS and DoubleVerify expand Brand Safety controls on Meta platforms

Integral Ad Science (IAS) and DoubleVerify have announced new pre-screening content controls for Meta platforms. These tools, set to launch in early 2025, will allow advertisers to avoid potentially unsuitable content on Facebook and Instagram Feed and Reels before their ads are served.

IAS Content Block Lists feature

On October 10, 2024, IAS unveiled its Content Block Lists feature, which uses advanced machine learning to pre-screen content on Facebook and Instagram. This tool allows advertisers to create custom lists based on industry-aligned standards, with contextual suitability categories coming soon. The lists are updated hourly to keep pace with rapid content creation.

Key features of IAS's offering include:

1. AI-driven multimedia technology that analyzes content frame-by-frame, combining image, audio, and text signals for accurate classification.
2. Seamless activation through IAS Signal, enabling advertisers to automatically avoid unsuitable content.
3. Support for 28 languages across Facebook and Instagram Feed and Reels.

DoubleVerify's Upcoming Pre-screen Solution

DoubleVerify announced its pre-screen avoidance solution on the same day as IAS. According to Mark Zagorski, CEO of DoubleVerify, this new tool will work in tandem with the company's existing post-bid measurement capabilities, providing advertisers with "an unparalleled level of control" over ad placement on Facebook and Instagram.

DoubleVerify's solution will:

1. Prevent ads from appearing next to content that falls under DV's Brand Safety Floor and Suitability Tiers.
2. Filter out sensitive content in real-time before bidding on ad inventory.
3. Utilize DV's proprietary Universal Content Intelligence™ classification engine to analyze all content types.

Evolution of Brand Safety on Meta Platforms

Both IAS and DoubleVerify have been expanding their brand safety and suitability offerings on Meta platforms over the years:

• IAS became a measurement partner for Meta (then Facebook) in 2017, initially offering fraud and viewability solutions.
• DoubleVerify joined Meta's measurement partnership program in 2017 and has gradually expanded its offerings.
• In January 2024, DoubleVerify launched post-bid brand safety and suitability measurement on Facebook and Instagram Feeds and Reels.

Benefits for Advertisers

These new pre-screening tools offer several advantages to advertisers:

1. Proactive brand protection: Advertisers can avoid potentially damaging ad placements before they occur.
2. Comprehensive coverage: The combination of pre-screen avoidance and post-bid measurement provides end-to-end campaign support.
3. Improved optimization: Insights from post-bid measurement can be used to refine future campaigns and media investments.
4. Enhanced control: Advertisers gain more flexibility in managing their media strategies on Meta platforms.

Availability and Implementation

While IAS's Content Block Lists are now available to its customers, DoubleVerify's pre-screen solution is expected to be accessible to all advertisers in early 2025. Both companies emphasize the importance of pairing these new tools with their existing post-bid measurement capabilities for maximum effectiveness.

Industry Impact

The introduction of these pre-screening tools represents a significant step forward in brand safety and suitability measures for social media advertising. As digital environments become increasingly complex, such solutions help advertisers navigate potential risks while maximizing their media performance.

Key Facts

• Announcement date: October 10, 2024
• IAS Content Block Lists: Available now
• DoubleVerify pre-screen solution: Expected early 2025
• Platforms covered: Facebook and Instagram Feed and Reels
• IAS language support: 28 languages
• DoubleVerify's initial Meta partnership: 2017
• IAS's initial Meta partnership: 2017