DoubleVerify Enhances Proprietary ‘Made for Advertising’ (MFA) Measurement & Protection Solution with Tiered Brand Suitability Categories
13 Februar 2024 - 1:30PM
Business Wire
New AI-powered tiered categories allow for even
more nuanced MFA content monitoring and protection, serving to
boost campaign performance and optimize digital investments
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for
digital media measurement, data and analytics, today announced the
launch of new tiered brand suitability categories to address “Made
For Advertising” (MFA) measurement and protection in a more nuanced
and brand-specific way.
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.
"DV’s AI-powered MFA brand suitability categories offer
marketers a groundbreaking, nuanced approach to effectively tackle
MFA challenges,” said Mark Zagorski, CEO of DoubleVerify. “With
this launch, we offer the most expansive, scaled MFA solution in
the market today. Our MFA controls enable brands to boost campaign
performance and optimize media investments, by carefully balancing
brand protection and campaign scale based on their specific
requirements.”
DV’s tiered MFA brand suitability categories use a proprietary
analysis process that leverages a unique blend of human and
AI-based auditing to identify MFA sites at scale. MFA sites are
identified by analyzing several factors across their ad
monetization activities, ad traffic sources and approach to content
creation. Based on the characteristics of an MFA site, it is then
assigned to one of three DV brand 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
dependance on paid traffic sources with little to no organic
traffic, and an average ad intensity – a measure of the viewable
time duration of an ad – that is significantly lower than the DV
benchmark.
- 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.
"The introduction of our MFA brand suitability categories is a
critical development for the advertising industry,” said Jack
Smith, Chief Innovation Officer at DoubleVerify. “Our goal is to
equip marketers with tools for nuanced measurement and management
of MFA content, significantly enhancing precise brand protection.
This innovation ensures that marketing efforts are strategically
aligned with brand goals and values, fostering deeper consumer
engagement and trust, while also optimizing investments and
performance."
With this launch, DV now offers one of the most robust and
granular toolkits in the industry for MFA classification,
measurement, and protection. DV's tiered MFA categories will soon
be integrated into DV Authentic Brand Suitability (ABS) for pre-bid
avoidance. In the interim, DV can provide a curated MFA exclusion
list for programmatic buyers.
DV’s tiered MFA categories seamlessly integrate into an
advertiser's brand safety and suitability profile for post-bid
measurement and monitoring through DV Pinnacle®. The new offering
bolsters DV's controls in response to the surge in online MFA
content, building on its September 2023 beta release.
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.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240213863600/en/
Media: Chris Harihar chris@crenshawcomm.com
DoubleVerify (NYSE:DV)
Historical Stock Chart
Von Apr 2024 bis Mai 2024
DoubleVerify (NYSE:DV)
Historical Stock Chart
Von Mai 2023 bis Mai 2024