Meta's broadens scope of brand safety assessment for advertising
DoubleVerify, a leading provider of marketing measurement and analytics, has announced an expansion of its brand suitability measurement across 30 unique content-level categories on Meta's Facebook and Instagram Feeds and Reels. This move is aimed at giving advertisers deeper transparency and insight into where their ads appear.
The expansion is a component of DoubleVerify's Media AdVantage Platform, which combines media verification, ad optimisation, and campaign outcomes measurement. This platform is designed to maximise media performance and return on ad spend.
DoubleVerify's brand suitability solution for social is powered by its AI-powered Universal Content Intelligence engine, which analyses video, image, audio, speech, and text for scalable content classification. The key frame extraction method used by DoubleVerify enables faster video classification with reduced environmental impact.
The content-level controls evaluate inventory and automatically exclude content that doesn't align with each brand's unique suitability standards. This ensures that ads are delivered in environments that meet brand expectations, offering granular reporting on performance and content adjacency.
Mark Zagorski, CEO of DoubleVerify, stated that by unifying suitability controls and measurement across all of DV's content categories, they're giving brands the tools to drive stronger performance on Meta's Feeds and Reels, with more control, more transparency, and more impact.
Earlier this year, DoubleVerify introduced automated content-level controls on Meta's Facebook and Instagram Feeds and Reels. The launch of these controls builds on DV's existing capabilities on Meta, which now include comprehensive, end-to-end content-level controls and reporting in 34 languages.
DoubleVerify's partnership with Meta is focused on delivering real, measurable value to advertisers. The launch of DV's brand suitability solution for social reduces environmental impact due to faster classification.
In August 2025, the expansion of Meta brand suitability measurement to 30 unique content categories on Facebook and Instagram, as well as Feeds and Reels, was announced. While the CEO who made the announcement is not explicitly named in the search results, Steve Mougis is noted as a key executive transitioning to Global Chief Commercial Officer in January 2026, and Julie Eddleman was the Global Chief Commercial Officer until December 2025, suggesting leadership involvement around that time.
In conclusion, DoubleVerify's expansion of brand suitability measurement on Meta's platform offers advertisers a more transparent and controlled environment for their ads, ensuring brand equity and reducing waste. This move is a significant step forward in the partnership between DoubleVerify and Meta, aimed at delivering value to advertisers on these popular social media platforms.
Read also:
- Rachel Reeves conducts a discussion with Scott Bessent and financial executives, focusing on investment matters
- Strategic approach to eco-friendly nickel production for electric vehicles in Europe
- Week 39/24 Highlights: Tesla CEO's visit, Robo-taxi buzz, Full Self-Driving study, Affordable electric cars, and European pricing less than €30,000
- Solar energy company, Imperium, alongside QORAY Mobility & Energies Solar Business, bolsters Nigeria's environmental future by producing superior solar panels domestically and offering flexible payment options.
