DoubleVerify, a prominent player in digital media measurement and analytics, has announced an expansion of its partnership with Meta, offering a new layer of brand safety and suitability coverage for Facebook and Instagram Feeds and Reels. This development signifies a significant advancement in ensuring quality and performance assurance for advertisers on these platforms.
The expanded partnership enables DoubleVerify to provide third-party verification of ad placements on Meta, ensuring that ad campaigns are viewable, free from fraud or invalid traffic (IVT), and placed in brand-safe and suitable environments. This move builds on DoubleVerify’s existing services, which already include viewability assurance for Facebook and Instagram Reels campaigns.
Through DV Pinnacle®, DoubleVerify’s unified service and analytics reporting platform, mutual clients can access comprehensive measurement data and insights. This platform allows advertisers to monitor and optimize the quality of their Reels ad campaigns effectively. The coverage includes viewability and fraud verification across the Reels’ video ad format, also known as “Post-loop ads”.
DoubleVerify’s relationship with Meta’s measurement partnership program dates back to 2017, initially offering fraud and viewability measurement on Facebook and Instagram. The company has progressively expanded its services, including brand safety and suitability for Facebook’s in-stream video inventory, Instant Articles, and Audience Network.
In 2020, DoubleVerify received Media Rating Council (MRC) accreditation for third-party viewability measurement and reporting for display and video ads on Facebook and Instagram. By 2021, the brand safety and suitability integration with Facebook was further expanded, verifying content in In-Stream Reserve and offering new tools for enhanced control and efficiency.
DoubleVerify’s expanded partnership with Meta marks a critical step in enhancing ad quality assurance across major social media platforms. This collaboration is particularly significant for brands seeking reliable and effective advertising solutions on Facebook and Instagram. By offering third-party verification and comprehensive data insights, DoubleVerify is equipping advertisers with the tools necessary to ensure their campaigns are safe, suitable, and impactful.
