DoubleVerify, a company that provides digital media measurement and analytics, has introduced content-level controls for Meta’s Facebook and Instagram Feed and Reels. The new tool helps advertisers prevent their ads from appearing next to content they find unsuitable before the ads are placed.
“By combining content-level controls with post-bid measurement, we are enabling brands to maximize both the quality and impact of their campaigns,” said Mark Zagorski, CEO of DoubleVerify. “Advertisers can ensure their ads appear in environments that align with their brand, powering media effectiveness and boosting advertising ROI.”
This launch follows the company’s earlier release of post-bid brand safety and suitability measurement for Facebook and Instagram ads. Post-bid measurement examines content after impressions are purchased, providing advertisers with insights on ad placements. The new content-level controls analyze inventory before impressions are delivered, automatically detecting content that does not meet a company’s suitability standards.
Alongside this release, DoubleVerify has added 30 new content-level avoidance categories, including Youth and Young Adults, Youth Entertainment, and Gambling. These categories give advertisers more control over their ad placements.
The company’s AI-enhanced Universal Content Intelligence classification engine powers the new system. This technology evaluates video, image, audio, speech, and text to categorize content efficiently. Instead of analyzing every frame in a video, it extracts key frames to focus on moments when changes occur. This approach speeds up content analysis while reducing computing power use.
Advertisers can access these tools through DV Pinnacle, DoubleVerify’s reporting platform, to track and optimize their Meta ad campaigns.
Thumbnail Image by Tobias Dziuba