DoubleVerify has rolled out its Inflammatory Politics and News (“IPN”) category on Meta which aims to empower advertisers to independently authenticate campaign quality against controversial news and political topics.
The digital media measurement platform’s product expansion enables advertisers to choose the level of protection that best fits their brand requirements.
“We are thrilled to release DV’s Inflammatory Politics and News category on Meta, especially during an election year when challenging political topics typically surge,” said Mark Zagorski, CEO of DoubleVerify.
“As citizens around the world prepare to vote, giving advertisers the ability to choose the content they want to be aligned with is critical. By leveraging DV’s new AI-powered category, advertisers can protect their brand equity and evaluate suitability on Meta based on their specific marketing objectives.”
The Inflammatory Politics and News category is based on a clearly defined policy that sets out which types of content should be classified accordingly, such as the communication of unreliable or unsubstantiated information on issues of societal importance – including in the form of deepfakes.
DoubleVerify’s brand suitability categories are proprietary and informed by industry standards, subject matter expertise and 12+ years of customer feedback. The Inflammatory Politics and News category can be mapped to industry standards for misinformation and debated sensitive social issues.
This category release is powered by Universal Content Intelligence, the company’s industry-leading classification engine. Universal Content Intelligence leverages AI to analyse all key content types to provide advertisers with accurate classifications and ensure comprehensive coverage and protection at scale.
In addition, DoubleVerify’s Brand Safety and Suitability classification specialists review emerging stories that could be considered controversial or present a challenge to advertisers. DoubleVerify employs a multilateral review approach to help ensure that content meets DoubleVerify’s IPN category definitions. This process evaluates language, rhetoric and journalistic standards.
The platform’s brand safety and suitability measurement expansion is an important step in our ongoing efforts to foster digital transparency and trust within our advertising environments.
Global brands can access DV’s IPN category measurement data and insights using DV PinnacleⓇ, the company’s unified service and analytics reporting platform.