Digital measurement platform DoubleVerify (DV) is preparing to launch a new content-level pre-screen avoidance feature for Meta's Facebook and Instagram Feed and Reels. This new feature is set to enhance DV's suite of independent brand safety and suitability tools, enabling advertisers to sidestep content they deem unsuitable before their ads are served.

The pre-screen avoidance feature will operate alongside post-bid measurement, offering advertisers greater control over where their ads appear on platforms such as Facebook and Instagram. In January 2024, DV launched post-bid brand safety and suitability measurement on Meta's platforms. The forthcoming pre-screen solution will prevent ads from appearing next to content that falls under DV's Brand Safety Floor and Suitability Tiers in an automated manner.

"By offering both pre-screen avoidance and post-bid measurement, we will provide advertisers with an unparalleled level of control over where their ads appear on platforms like Facebook and Instagram. As media environments grow more complex, it's crucial that advertisers have access to advanced independent tools that help them protect campaigns before they run. Our comprehensive solution further ensures that brands can close the loop by leveraging insights from their post-bid measurement to optimise campaigns in real-time and maximise media performance," said CEO of DoubleVerify, Mark Zagorski.

DV's brand safety and suitability offering is powered by its proprietary Universal Content Intelligence classification engine, which analyses all content types. DV became a participant in Meta's measurement partnership program in 2017, offering fraud and viewability solutions on Facebook and Instagram.

"We're excited to offer our clients this dual-layer approach to campaign protection on Meta, giving them expanded flexibility and control over their media strategies," said Zagorski.

DV and Meta anticipate the pre-screen solution to be available for all advertisers in early 2025.