DoubleVerify launches brand safety and suitability verification across YouTube | Ad Tech | News | Rapid TV News
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With the intention of extending quality coverage for global brands, marketing measurement software and analytics technology provider DoubleVerify has expanded its partnership with YouTube to identify off-brand content.

DV Photo 14Dec2018The company believes that its move will improve brand safety and suitability measurement for campaigns run on the platform. Furthermore, it says that the partnership will drive greater campaign transparency and unlock potential performance for advertisers wishing to avoid unsuitable content or categories of lesser relevance to the brand.

DoubleVerify believes that YouTube advertisers — using YouTube Auction and YouTube Reserve inventory, including TrueView, Bumper Ads and Google Preferred — will now benefit from a consistent, third-party verification methodology aligned with their broader media measurement efforts working across mobile, desktop and connected TV.

Advertisers will receive detailed insights into the appropriateness of the media on which their video campaigns are running, creating a continuous feedback loop that improves campaign targeting. Specifically, brand safety and suitability controls give advertisers access to DV monitoring against eleven categories that can severely challenge brand safety, such as violence, hate speech and pornography.

“We are excited to enter a new phase of partnership with YouTube,” said DoubleVerify CEO Wayne Gattinella. “Today, brand suitability is a core advertiser expectation– across all media types and buying platforms. With our expanded partnership, DoubleVerify is ensuring brand suitability on the world’s leading online video platform. We are giving advertisers comprehensive intelligence and actionable insights to help them avoid off-brand media, Whether content is damaging to brand equity or simply irrelevant, we are helping advertisers maximise campaign success on YouTube.”