DoubleVerify (DV), a software platform specialising in digital media measurement, data and analytics, has introduced new tiered brand suitability categories for its 'Made for Advertising' (MFA) measurement and protection solution.

The new AI-powered tiered categories promise more nuanced MFA content monitoring and protection. Unlike ad fraud, MFA inventory is not inherently invalid, and many advertisers may choose to run ads across MFA sites. DV's tiered MFA categories aim to provide brands with enhanced granularity and control to determine the level of protection that best suits their requirements.

"DV's AI-powered MFA brand suitability categories offer marketers a groundbreaking, nuanced approach to effectively tackle MFA challenges," says Mark Zagorski, CEO of DoubleVerify. "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 tiered MFA brand suitability categories utilise a proprietary analysis process that leverages human and AI-based auditing to identify MFA sites at scale. MFA sites are identified by analysing several factors across their ad monetisation activities, ad traffic sources and approach to content creation. Based on the characteristics of an MFA site, it is then assigned to one of three DV brand suitability tiers: MFA High, MFA Medium, MFA Low.

"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's tiered MFA categories will soon be integrated into DV Authentic Brand Suitability (ABS) for pre-bid avoidance. In the interim, DV can provide a curated MFA exclusion list for programmatic buyers. The new offering bolsters DV's controls in response to the surge in online MFA content, building on its September 2023 beta release.