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DoubleVerify enhances MFA measurement and protection solution

DoubleVerify (DV), a software platform for digital media measurement, is stepping up its efforts to address ‘made for advertising’ (MFA) sites with the launch of new tiered brand suitability categories.

These categories will tackle MFA measurement and protection by helping marketers to determine whether specific MFA sites align with their brand value and advertising goals. With these tiered MFA categories, DV is promising to provide brands with enhanced granularity and control over setting a level of control that best suits their requirements.

“DV’s AI-powered MFA brand suitability categories offer marketers a groundbreaking, nuanced approach to effectively tackle MFA challenges,” said Mark Zagorski, CEO of DoubleVerify. “With this launch, we offer the most expansive, scaled MFA solution in the market today. Our MFA controls enable brands to boost campaign performance and optimise media investments, by carefully balancing brand protection and campaign scale based on their specific requirements.”

The process of categorising MFA sites leverages a mix of human and AI-based auditing to place these sites into one of three brand suitability tiers: MFA High, MFA Medium, or MFA Low.

MFA High is designated for sites with the most extreme MFA content or characteristics, while MFA Medium refers to sites with varying degrees of MFA behaviour, and MFA Low covers sites with a blend of MFA and non-MFA content.

“The introduction of our MFA brand suitability categories is a critical development for the advertising industry,” said Jack Smith, Chief Innovation Officer at DoubleVerify. “Our goal is to equip marketers with tools for nuanced measurement and management of MFA content, significantly enhancing precise brand protection. This innovation ensures that marketing efforts are strategically aligned with brand goals and values, fostering deeper consumer engagement and trust, while also optimising investments and performance.”

DV will soon integrate its MFA categories into DV Authentic Brand Suitability for pre-bid avoidance but, until the, the company can provide a curated MFA exclusion list for programmatic buyers.

*DoubleVerify is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA