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DoubleVerify rolls out pre-bid MFA brand suitability categories

Digital media measurement platform DoubleVerify has built on the recent launch of its ‘made for advertising’ (MFA) brand suitability categories by bringing the categories into pre-bid avoidance.

The tiered categories have been integrated into DV Authentic Brand Suitability to complement the existing post-bid offering and enable advertisers to tackle the issue of MFA sites throughout the media transaction.

“AI-driven MFA content has exploded over the last 12 months, creating a new set of hazards for advertisers seeking quality media performance. The introduction of DV’s tiered MFA brand suitability categories for both pre-bid avoidance and post-bid measurement offers global brands a unified, surgical solution to ensure campaigns are aligned with brand values from start to finish,” said Mark Zagorski, CEO of DoubleVerify. “Our dual approach not only safeguards advertisers, but also enhances media buying efficiency – ensuring brand safety and suitability criteria are applied at every stage of the media buying process.”

As with the post-bid measurement application of the MFA brand suitability categories, the three tiers are MFA High, MFA Medium, and MFA Low.

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

“Our proprietary analysis process blends human insight with AI-driven auditing, and establishes a new industry benchmark in brand safety and suitability,” said Jack Smith, Chief Innovation Officer at DoubleVerify. “It reflects our product mandate to verify everywhere and address new emerging threats online – ensuring DV’s customers can safeguard their digital investments and maximise their campaign outcomes.”

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