DoubleVerify, a major digital media measurement, data, and analytics software platform, announced on Thursday it would expand its advertisement solutions with Meta Platforms. The efforts aim to increase performance for advertisers on Facebook and Instagram Reels.
As a participant in @Meta’s measurement partnership program, DV is excited to announce that it can now measure viewability and fraud on Reels, providing brands with clarity into their investments on both @facebook and @instagram. Click here to learn more: https://t.co/OG4eE1tihE pic.twitter.com/NB1rP1MFRZ
— DoubleVerify (@doubleverify) June 22, 2023
Using DV’s technologies, advertisers on Meta Reels can produce viewable, secure advertisements protected from fraud and invalid traffic (IVT).
DoubleVerify’s Quality Verification Toolkit
According to the company, its Quality Verification solution will allow advertisers on Reels to:
- Measure fraud to protect advertisements from potential cybercriminals. It identifies and protects advertising teams from fraud, IVT, hacking, bot manipulation, and device hijacking.
- Authenticating viewability by providing fully-comprehensive viewability measurements. This will clarify whether audiences can see advertisements and how they impact them.
Furthermore, mutual clients can also leverage DV Pinnacle, allowing users to access measurement data and valuable insights on Reels advertising campaigns.
DV and Meta Measurement Partnership Programme
The news comes after DV joined Meta’s measurement partnership programme in 2017 for its advert presence on Facebook and Instagram.
DV has also launched several other initiatives over the last few years, including,
- 2019, Launched a brand safety and suitability initiative for Facebook’s Instant Articles and Audience Network
- 2020, Received Media Rating Council (MRC) accreditation for third-party viewability measurement for Instagram and Facebook display and video advertisements
- 2021, Announced its expanded brand safety and suitability integration for Facebook to extend In-Stream Reserve verification support.
Mark Zagorski, Chief Executive, DoubleVerify, explained his company’s participation in Meta’s measurement partnership programme. Leveraging the initiative, DV could provide global brands with greater clarity and confidence in their investments on both Facebook and Instagram.”
He continued,
“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”
Meta Ramps Up Support for Immersive Technologies
The news on Meta and DoubleVerify’s advertisement partnership comes after the former announced it had launched augmented reality (AR) advertisements for Reels. This will allow users to view and experience real-time 3D (RT3D) ads on Instagram and Facebook feeds.
Leveraging Spark AR, creatives can tap the platform for downloadable guides, assisting users in product information, tips, and content creation guides to produce AR experiences.
Developers can also access further insights and resources at Spark AR’s Learn Hub. Much of the recently-acquired data will segue from a recent survey conducted by the Menlo Park-based firm.
The company’s immersive solutions come ahead of the Connect 2023 event in September. Mark Zuckerberg, Chief Executive and Founder, Meta is set to reveal the company’s latest iteration in immersive hardware — the Meta Quest 3 — at the tech giant’s premiere annual event.
