Mumbai: DoubleVerify (DV), the software platform for digital media measurement, data, and analytics, today unveiled its Generative Artificial Intelligence (GenAI) Website Avoidance & Detection solution. This innovative offering is designed to help advertisers protect their brand reputation from the risks posed by low-quality, AI-generated content. According to DV’s 2024 Global Insights Trends Report, 54% of marketers believe that generative artificial intelligence negatively impacts media quality.
In response to this growing concern, DV has identified a significant increase in long-tail websites leveraging GenAI tools to churn out content often marred by errors, editorial inconsistencies, and even plagiarism. The company’s GenAI solution enables clients to seamlessly incorporate post-bid monitoring within their brand suitability profiles and utilize DV Authentic Brand SuitabilityⓇ across leading Demand-Side Platforms (DSPs) for pre-bid avoidance, ensuring brand safety across the digital landscape.
Mark Zagorski, CEO of DoubleVerify, commented, “Advertisers are focused on maximizing campaign performance while ensuring that their ads appear in environments that align with their brand values. By expanding DV’s brand suitability solutions to identify low-quality, AI-generated content, we’re empowering advertisers to stay ahead in a rapidly evolving ecosystem.”
DV’s GenAI solution uses a nuanced approach to classify websites that predominantly feature low-quality AI-generated content with minimal human oversight. Websites exhibiting repetitive, cookie-cutter formats, chatbot-generated text, placeholder content, and other low-quality signals are flagged. The solution is powered by proprietary detection technology that blends AI-driven analysis with human expertise, ensuring high accuracy in identifying and categorizing such content. Websites that use generative AI responsibly and maintain acceptable quality standards are excluded from the classification, allowing advertisers to balance quality reach with brand suitability.
The new category-based implementation streamlines activation and dynamic updates, removing the manual effort of maintaining inclusion and exclusion lists. This allows advertisers to stay ahead of the ever-expanding landscape of low-quality, AI-generated content.
In addition, the solution provides a dual approach to media protection with both pre-bid and post-bid controls. Pre-bid protection evaluates content before impressions are transacted, ensuring ads are delivered to appropriate environments. Post-bid measurement analyzes content after impressions are purchased, offering insights into suitable ad delivery, helping advertisers optimize future campaigns and media investments.
Currently, the GenAI classification applies to English-language content, with plans to expand to additional languages in the future.
For more information, contact [email protected].
