DoubleVerify introduces powerful content-level avoidance and post-bid measurement tools on Facebook and Instagram, helping brands protect their reputation and optimize ad performance.
In a move that will significantly boost advertising quality and brand safety, DoubleVerify (DV), a leader in digital media measurement, has rolled out advanced content-level controls for Facebook and Instagram. This innovative feature now allows brands to avoid unsuitable content before their ads are displayed on these platforms, building on DV’s existing post-bid measurement tools for Facebook and Instagram Feeds and Reels. The goal? To provide advertisers with comprehensive, automated protection that ensures their ads are shown in the right environments, enhancing the impact of their campaigns and aligning them with their brand’s values.
Mark Zagorski, CEO of DoubleVerify, shared his excitement about this launch, calling it a game-changer for advertisers. “By combining proactive content-level controls with our trusted post-bid measurement, we’re giving brands the tools to not only protect their image but also maximize the effectiveness of their campaigns. Advertisers can now be sure their ads are placed where they belong, driving stronger media results and delivering higher ROI,” Zagorski said.
With these new content-level controls, DV offers a more proactive approach to media quality, assessing content before impressions are delivered. This automated system flags any content that doesn’t align with a brand’s safety standards, ensuring ads reach the right audience in the right context. Additionally, DV has expanded its coverage with 30 new content-avoidance categories such as Youth Entertainment, Gambling, and Youth & Young Adults, offering even more tailored protection for advertisers.
The new feature seamlessly integrates with DV’s existing post-bid measurement tool, which provides valuable insights after an ad is delivered, helping brands evaluate how well their campaigns performed and adjust for future media investments. This end-to-end approach optimizes ad performance by reducing media waste and improving suitability rates on Facebook and Instagram.
For brands seeking efficiency, DV’s content-level controls are automatically updated every hour, with no manual intervention needed. Powered by the company’s proprietary AI engine, Universal Content Intelligence™, DV’s classification technology ensures faster and more precise analysis of all media elements—videos, images, audio, and text—while minimizing environmental impact.
For those looking to dive deeper into their ad campaign performance, DV’s analytics are accessible through DV Pinnacle®, a unified platform that provides real-time insights and the ability to track and optimize Meta ad campaigns.
With these tools in hand, advertisers can rest easy knowing that their ads are not only performing well but are also aligned with their brand's values and safety standards. To learn more about how DoubleVerify can enhance your brand’s media effectiveness, visit www.doubleverify.com.
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