Advertising on Meta’s Facebook and Instagram publications is becoming more risky with scammers, identity thieves and radicalisation tactics increasing on these apps. Brand safety has become a significant concern for advertisers and media buying agencies as the risks increase.
DoubleVerify has developed a solution for companies that still want to advertise on Meta’s apps, allowing them to automatically pre-screen content before dropping their ad in the feed.
The company is introducing content-level pre-screen avoidance on Meta’s Facebook & Instagram Feed and Reels, expanding its suite
of independent brand safety and suitability tools. This release will empower advertisers to proactively avoid content they deem unsuitable before their ads are served, protecting brand reputation across Meta’s platforms.
The upcoming pre-screen avoidance solution empowers advertisers to prevent ads from appearing beside content that falls under DV’s Brand Safety Floor and Suitability Tiers in an automated manner, letting brands filter out sensitive content in real-time, before
bidding on ad inventory.
“By offering both pre-screen avoidance and post-bid measurement, we will provide advertisers with an unparalleled level of control over where their ads appear on platforms like Facebook and Instagram,” said Mark Zagorski, CEO of DoubleVerify. “As media environments grow more complex, it’s crucial that advertisers have access to advanced independent tools that help them protect campaigns before they run.”
Implementing a comprehensive authentication strategy offers significant value to advertisers, aligning pre-screen controls with post-bid measurement. Pre-screen protection evaluates content before impressions are transacted to support the delivery of ads to appropriate environments. Post-bid measurement analyses content after impressions are purchased, providing advertisers insights into safe and suitable ad delivery. This approach helps brands optimise future campaigns and media investment decisions.
DoubleVerify’s brand safety and suitability offering is powered by its proprietary Universal Content Intelligence classification engine, which analyses all content types to ensure that advertisers receive accurate, AI-driven classifications.
The new tool is a way of helping to return some brand safety to the social media advertising environment, which is rapidly losing trust from advertisers, who are beginning a return to trusted responsible media publishers.