DoubleVerify is doubling down on advertiser transparency following a recent report related to ads running alongside illegal content, including CSAM.
In a blog post published today, the company announced that it’s rolling out expanded access to its URL-level reporting capabilities. “DV already offers clients URL-level reporting on-demand,” reads the blog post. “Now, in a move to further industry-wide transparency, we’re expanding our coverage by rolling out more comprehensive reporting to all DV advertisers. This will give open web advertisers broader access to granular insights and unlock new ways to maximize the value of DV data.”
To that end, DV is rolling out access to URL-level reporting in three phases. The first phase, available now, allows advertisers using DV’s Brand Safety and Suitability technology to request URL-level insights for more content transparency. In the next phase, the data will be directly integrated into DV Pinnacle, the company’s flagship platform, for access alongside other media quality data. Later this year, DV says URL-level data will be extended to third-party platforms, making it possible for advertisers to analyze it using external tools.
Why This Matters:
Digiday first reported on DV’s URL reporting update last week in a story about Amazon also introducing URL reporting. Today’s announcement confirms the expansion.
Following the illegal content report by Adalytics, DV also introduced the “Highly Illicit: Do Not Monetize” category, which includes domains identified by trusted third parties as high-risk. Additionally, the “Peer-to-Peer Sharing and Streaming” category was launched to help advertisers avoid platforms that could be exploited for illegal content distribution.
Experts React:
According to the all-knowing AdTechGod, “I’m happy to see that transparency is becoming more and more important in our industry. This is great news.”
Our Take:
More transparency is good for everyone. The availability of this data in third-party platforms is sort of fascinating. Would it allow for more in-depth analysis and pattern recognition for “problematic” content?
