DoubleVerify Launches Pre-Bid ‘Made for Advertising’ (MFA) Tiered Categories for Elevated Brand Suitability
February 27 2024 - 9:00AM
Business Wire
First-to-market innovation aligns MFA pre-bid
avoidance with post-bid measurement settings, helping programmatic
advertisers reduce media waste and maximize ad effectiveness
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for
digital media measurement, today unveiled its latest innovation in
brand safety and suitability with the introduction of tiered “Made
for Advertising” (MFA) brand suitability categories for pre-bid
avoidance. This first-to-market innovation, integrated into DV
Authentic Brand Suitability (ABS), complements DV's existing
post-bid offering and provides advertisers with a full spectrum
solution to maximize ad effectiveness throughout the media
transaction.
“AI-driven MFA content has exploded over the last 12 months,
creating a new set of hazards for advertisers seeking quality media
performance. The introduction of DV’s tiered MFA brand suitability
categories for both pre-bid avoidance and post-bid measurement
offers global brands a unified, surgical solution to ensure
campaigns are aligned with brand values from start to finish,” said
Mark Zagorski, CEO of DoubleVerify. “Our dual approach not only
safeguards advertisers, but also enhances media buying efficiency –
ensuring brand safety and suitability criteria are applied at every
stage of the media buying process.”
DV's recently launched tiered MFA brand suitability categories
are powered by a proprietary analysis process that combines human
and AI-driven auditing to identify MFA sites accurately at scale.
These sites are categorized based on a comprehensive evaluation of
their ad monetization strategies, traffic sources and content
creation practices. Depending on the extent of MFA characteristics,
sites are assigned to one of three suitability tiers:
- MFA High: Identifies sites exhibiting the most extreme
MFA content or characteristics, including but not limited to
significant ad density relative to page content, a predominant
dependence on paid traffic sources with little to no organic
traffic, and an average ad intensity
- MFA Medium: Identifies sites with varying degrees of MFA
behavior. For example, a site might employ high ad density relative
to page content, but the average ad intensity might be near the DV
benchmark.
- MFA Low: Covers sites or sections with a blend of MFA
and non-MFA content – for example, sites where only a section or a
subdomain exhibits MFA content or characteristics.
DV’s approach allows for the deepest and most nuanced level of
analysis, preventing miscategorization and false positives. For
example, a website may feature a significant number of ads, while
still registering high rates of direct and search-enabled traffic.
In this instance, the publisher would not meet DV’s definition of
an MFA website.
“Our proprietary analysis process blends human insight with
AI-driven auditing, and establishes a new industry benchmark in
brand safety and suitability,” said Jack Smith, Chief Innovation
Officer at DoubleVerify. “It reflects our product mandate to verify
everywhere and address new emerging threats online – ensuring DV’s
customers can safeguard their digital investments and maximize
their campaign outcomes.”
Following this launch, DV leads the industry with one of the
most comprehensive and nuanced toolkits for MFA classification,
measurement and protection. Authentic Brand Suitability offers
advertisers a first line of defense, by ensuring their brand safety
and suitability criteria are applied before media is purchased.
When pre-bid avoidance and post-bid measurement are used in
concert, brands can improve operational efficiency and quality
campaign delivery, reduce block rates, eliminate media waste, and
maximize ad performance effectiveness.
Unlike ad fraud, MFA inventory is not inherently invalid, and
many advertisers may opt to run ads across MFA sites. Marketers
need tools to help determine whether specific MFA sites align with
their brand values and advertising goals. DV’s tiered MFA
categories give brands enhanced granularity and control to
determine the level of protection that best suits their
requirements.
This enhancement to DV's suite of solutions bolsters
advertisers' ability to respond to the surge in online MFA content,
and ensures that DV’s controls continue to power comprehensive
media protection and performance online.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media
effectiveness platform that leverages AI to drive superior outcomes
for global brands. By creating more effective, transparent ad
transactions, we make the digital advertising ecosystem stronger,
safer and more secure, thereby preserving the fair value exchange
between buyers and sellers of digital media. Learn more at
www.doubleverify.com.
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Media: Chris Harihar chris@crenshawcomm.com
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