DoubleVerify expands brand safety and suitability measurement to Facebook and Instagram feed and reel ads in Japan – Exchangewire Japan

DoubleVerify (Headquarters: New York, CEO: Mark Zagorski), a software platform company for digital media measurement, data and analytics, has expanded the target market for Brand Safety & Suitability (Suitability) in Meta, and Facebook announced that it will also support Instagram feed ads and reel ads. The release will enable Japanese advertisers to independently verify safe and appropriate ad delivery, enabling them to protect their brand equity in these user-generated media environments.

Takashi Takeda, Representative Director and Representative of DoubleVerify Japan's Japanese subsidiary, said:
“The introduction of DV’s industry-leading AI-powered classification technology to feed and reel ads on Facebook and Instagram, and its introduction to the Japanese market, will enable brands to deliver safe and relevant advertising across all channels. By providing brand safety and suitability measurement for advertising campaigns in a Japanese environment, DV embodies our mission of helping businesses verify their advertising in Japan. Our goal is to enable more transparent and trusted advertising investments on these platforms.”

Domestically, advertisers can integrate media buying on Meta across multiple devices, placements, and formats by deploying DV's brand safety and suitability solutions to feed and reels ads on Facebook and Instagram. This makes it possible to perform accurate measurements. DV's AI-powered classification technology is based on a robust content policy that leverages over 15 years of knowledge, and learns from vast amounts of data signals to ensure a balance between protection and scale.

The benefits to advertisers are as follows.

・Original technology:DV leverages AI technology to accurately classify content at scale. DV's brand safety floor and suitability tiers categorize content that appears before and after ads and mapped to the GARM (Global Alliance for Responsible Media) framework. can be used by brands to verify the content surrounding their promotions.

・Comprehensive coverage:DV can provide comprehensive media quality measurement across Meta's environments, including Instagram and Facebook feed and reels ads, Facebook in-stream video, Audience Network, and more.

・Reliable measurement: Brands and advertisers can have peace of mind knowing their Facebook and Instagram campaigns are authenticated by industry-leading, independent, third-party measurement providers.

Advertisers can access measurement data and insights to monitor and optimize the performance of their Meta ad campaigns through DV Pinnacle®, an integrated services and analytics reporting platform.

DV first joined Meta's measurement partnership program in 2017 and began offering fraud and viewability measurements on Facebook and Instagram. In 2019, DV began measuring brand safety and suitability on Facebook's in-stream video inventory, Audience Network. In 2021, DV announced an expansion of its brand safety and suitability integration with Facebook, providing control and new tools to maintain brand equity. Most recently, in 2023, DV expanded its Media Quality Certification to include viewability and fraud verification of Reels ad inventory on Facebook and Instagram. In January 2024, DV announced the expansion of brand safety and suitability measurements in Meta to include Facebook and Instagram feed ads and Reel ads.

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