Mumbai: DoubleVerify has unveiled its new content-level controls for Meta’s Facebook and Instagram Feed and Reels. This expanded offering provides advertisers with enhanced brand safety and suitability tools, further strengthening DV’s position as a trusted independent provider of media performance solutions.
The introduction of content-level controls allows advertisers to proactively avoid unsuitable content before their ads are served, ensuring that their ads appear in environments that align with their brand values. This launch is an extension of last year’s post-bid brand safety and suitability measurement on Meta platforms, including Facebook and Instagram.
“DoubleVerify’s new content-level controls are a game changer for advertisers,” said Mark Zagorski, CEO of DoubleVerify. “By combining content-level controls with post-bid measurement, we’re enabling brands to maximize both the quality and impact of their campaigns. Advertisers can ensure their ads appear in environments that align with their brand, powering media effectiveness and boosting advertising ROI. This release strengthens our commitment to provide industry-leading, independent solutions that help brands improve quality reach and drive meaningful engagement on platforms like Facebook and Instagram.”
The new offering builds upon DV’s comprehensive media authentication strategy, aligning protection controls with post-bid measurement to deliver significant value to brands. Post-bid measurement offers insights into ad delivery and how well it aligns with brand preferences after impressions are purchased. Meanwhile, the newly launched content-level controls allow advertisers to evaluate inventory before impressions are delivered, automatically identifying unsuitable content. This ensures that ads are served only in environments that meet the brand’s safety standards, supporting better decisions in media investment and campaign optimization.
Additionally, DV has introduced 30 new content-level avoidance categories, such as Youth and Young Adults, Youth Entertainment, and Gambling. These expanded categories give advertisers greater precision and control over where their ads appear.
With this new release, advertisers will benefit from:
- End-to-end Performance: Seamlessly aligning content-level controls with post-bid measurement, improving campaign suitability, reducing media waste, and boosting ad performance on Meta’s Facebook & Instagram Feed and Reels campaigns.
- Operational Efficiency: Automated, hourly refresh of content-level avoidance, requiring no manual intervention.
- Trusted Coverage: Independent, third-party monitoring and protection for ad placements.
DV’s solution is powered by its AI-driven Universal Content Intelligence™ classification engine. The engine analyzes video, image, audio, speech, and text elements to provide superior content classifications at scale. Using an innovative key frame extraction method, DV can identify the most important moments in video content for analysis, improving efficiency and reducing environmental impact.
All measurement data insights and content-level controls are available via DV Pinnacle®, the company’s unified service and analytics reporting platform, empowering advertisers to monitor and optimize their Meta ad campaigns in real-time.
