DoubleVerify Expands Meta Partnership to Reels

Digital media measurement, data and analytics platform DoubleVerify (DV) has extended its partnership with Meta, to enable media measurement and help maximize advertiser performance on Meta's Facebook and Instagram Reels.

Acquired by private equity firm Providence Equity Partners in 2017, DV offers MRC-accredited software that verifies the quality and effectiveness of digital ads. Earlier this month the firm launched a toolkit to enable supply-side and demand-side platforms, marketplaces, ad exchanges and retail media networks to implement brand safety, fraud, viewability and contextual controls.

DV became a participant in Meta's measurement partnership program in 2017 offering fraud and viewability measurement on Facebook and Instagram. In 2019, it launched brand safety and suitability on Facebook's in-stream video inventory, Instant Articles and Audience Network; then the following year it received the Media Rating Council (MRC) accreditation for third-party viewability measurement and reporting for display and video ads on Facebook and Instagram. More recently, it announced an expanded brand safety and suitability integration with Facebook, extending verification to In-Stream Reserve, while providing new tools to boost control and efficiency.

With the latest news, DV's technology can be used to help advertisers on Meta Reels ensure their video ads are viewable by a human being and are safe from Fraud / Invalid Traffic. DV's quality verification technology also provides viewing authentication, offering clarity into whether an ad has the opportunity to be seen, and shedding light on its impact. Mutual clients will be able to access measurement data and insights through DV Pinnacle, the company's unified service and analytics reporting platform, to monitor and optimize the quality of their Reels ads campaigns.

DV CEO Mark Zagorski (pictured) comments: 'We are thrilled to announce that we can measure viewability and fraud on Reels, providing global brands with greater clarity and confidence in their investments on both Facebook and Instagram. The explosion in short-form, user-generated content is offering advertisers a high-engagement environment to connect with passionate online communities. We can now provide media authentication, and help maximize campaign impact and performance for our mutual advertisers'.

Web site: www.doubleverify.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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