DoubleVerify Authentic Brand Safety Targeting Comes to Google Display & Video 360


DoubleVerify said Monday that its Authentic Brand Safety targeting is now available on Google Display & Video 360, Google Marketing Platform’s demand-side platform.

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The digital media measurement, data and analytics platform said Authentic Brand Safety enables consistent activation of brand suitability criteria in a pre-bid setting, enabling advertisers to reduce block rates and boost returns on their digital investment.

DoubleVerify said its solution supports over 75 avoidance categories and more than 44 languages, and brands can address their specific concerns through exclusion and inclusion lists and other customization options.

Applying these criteria before media is purchased lets advertisers allocate spend only toward qualified impressions and helps protect them in environments where blocking is not supported, such as VAST video.

DoubleVerify added that its DV Pinnacle unified service and performance platform helps slash the administrative time and complexity associated with the setup, deployment and maintenance of brand suitability controls across multiple buying platforms and campaigns, enabling them to create a single profile with automatic, consistent updates to pre-bid targeting and post-bid measurement criteria across all DSPs.

Authentic Brand Safety is also available on DSPs and buying platforms including Adelphic, Adobe, Amobee, Basis by Centro, Beeswax, MediaMath, The Trade Desk, Verizon Media and Xandr.

DoubleVerify CEO Mark Zagorski said in a statement, “At a time when it has never been more important for brands to align their values with their advertising buys, we are excited to bring the power of Authentic Brand Safety to Display & Video 360. With our proprietary Authentic Brand Safety solution, global brands can create a single quality profile that is centrally deployed, managed and optimized—ensuring seamless brand protection, while making execution far more efficient.”

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