DV Adds Social Media Ad Verification

Online ad verification firm DoubleVerify (DV) has extended its 'Authentic Impression' tool to cover ads on Facebook and Instagram, giving users third party transparency into the levels of viewability and the potential fraudulent delivery of video and display ads on both services.

As of this August, DV is majority-owned by US-based Providence Equity Partners, and last week it achieved Media Rating Council (MRC) accreditation for technology detecting and blocking sophisticated invalid traffic (SIVT) for video and display ads in mobile apps. The latest announcement means the DV Authentic Impression performance and brand safety indicator covers 'all major publisher, programmatic and social media platforms'.

CEO Wayne Gattinella (pictured) comments: 'The integration of our marketing measurement and analytics with Facebook begins to provide the transparency that brand advertisers expect today. We are proud to partner with Facebook... and to advance the industry's commitment for a trusted and transparent digital advertising marketplace'.

Web site: www.doubleverify.com .