Viability ability
Over the previous roughly 18 to 24 months, marketers have actually progressively turned to brand viability steps in response to the controversial political climate, the uptick in hate speech, the spread of false information and the fact that brand names are “actually being held accountable for who and what they support,” Zagorski said.
” Whats happened over the last couple years,” he said, “is that weve moved from utilizing a meat cleaver to identify whats bad and great to utilizing a scalpel to determine what is appropriate for me as a marketer. Because where an advertisement appears is as crucial as what the ad says.”
DoubleVerifys method to brand name viability is to align its post-bid and pre-bid targeting criteria so that marketers can avoid as numerous objectionable impressions as possible.
Prebid alone cant detect whatever.
” There are particular aspects of quality and assurance you can just discover post-bid– things like domain spoofing,” Zagorski stated. “Prebid catches the vast bulk of prospective mistakes, and if you map that with post-bid measurement, it can produce a virtuous cycle of finding out with time.”
DoubleVerify is preparing to match its brand name security and suitability tools for the open web with pre-campaign contextual targeting for non-programmatic impressions across YouTube, TikTok and Facebook via OpenSlate, which DoubleVerify acquired in November.
Suitability skeptics
Regardless of marketer demand for brand viability products, some are hesitant about whether the subtlety that brand suitability provides is needed.
Brands ought to have the authority to market where they desire to. A financial services business, for example, may just desire to appear on super-conservative, non-controversial newspaper article, and thats fine.
” Its what viability is for,” said Chris Vargo, CEO and founder of Socialcontext, a startup backed by the University of Colorado dedicated to assisting determine stories covering social and variety problems that would frequently be over blocked based upon traditional brand name security and after that building targeting sectors around them.
” Brand safety and viability are both about lessening threat, nevertheless a marketer wishes to define that,” stated Vargo, who is also an associate teacher specializing in data analytics and digital advertising at the University of Colorado.
” But, as a professor, I do not believe there is a sensible, scientific rationale for brand viability to exist,” he said. “Brand security makes sense– brand names do not wish to appear along with porn or graphic content– but Im not convinced theres adequate science there to say that if Macys runs an advertisement together with an obituary that Macys is promoting death which Ill believe of death the next time I believe of Macys.”.
Its a reasonable point, Zagorski said. Brand security and suitability have progressed from security to tools that can assist drive efficiency, he argued.
DoubleVerify provides a broad set of more than 90 content categorizations, and advertisers have the capability to manage the levels of level of sensitivity within each categorization across 40 languages.
As adoption of its brand safety tools has actually increased, DoubleVerifys programmatic block rates have fallen from 9.4% in 2019 to 6% today.
” In numerous cases, its a lot more innocuous than many people think,” Zagorski said. “Its much like, hello, this is an animated Disney film and a short article in Content Publisher X, which may be a genuine, brand-safe publisher, is simply not proper for an animation advertisement to go against.”.

Brand suitability is proving to be a huge benefit for DoubleVerifys bottom line.
Earnings from its brand viability targeting option, which introduced in 2018, grew 64% year over year in Q3, and was accountable for more than 50% of its general programmatic profits, which clocked in at $41.9 million last quarter.
Instead of brand name security, which the IAB defines as content thats “typically considered to be improper for any advertising and unfit for publisher monetization despite the ad or brand name,” brand name viability is a more nuanced affair.
Moving from safety to suitability actually means moving from a broad meaning of what is bad to an extremely specific definition of what is “ideal for me as an advertiser,” said DoubleVerify CEO Mark Zagorski.