DoubleVerify (DV), a software platform for digital media measurement, data and analytics, has broadened its brand safety and suitability coverage on Meta to include measurement of Facebook and Instagram Feeds and Reels.

The company claims this marks the first time global brands will benefit from DV’s industry-leading, AI-powered classification technology on Facebook and Instagram Feeds and Reels. The expansion aims to help brands ensure safe and suitable ad environments across all channels, according to Mark Zagorski, CEO, DoubleVerify.

"The expansion of DV’s industry-leading, AI-powered classification technology to Facebook and Instagram Feeds and Reels underscores our commitment to helping brands ensure safe and suitable ad environments across all channels", said Zagorski.

According to DV its solution now provides comprehensive measurement for media buys on Meta across multiple devices, placements and formats. It says its AI-powered classification technology is based on robust content policies and trained on vast data signals, ensuring a balance between protection and scale.

The point of the new release is to allow advertisers to authenticate the content surrounding their promotion using DV’s Brand Safety Floor and Suitability Tiers, which are mapped to the GARM framework. This should provide a more holistic media quality measurement across Meta ad placements including Instagram Feed, Instagram Reels Ads, Facebook Feed, Facebook Reels Ads, Facebook in-stream video and Audience Network.

DV became a participant in Meta’s measurement partnership program in 2017, offering fraud and viewability solutions on Facebook and Instagram. In 2019, DV launched brand safety and suitability on Facebook’s in-stream video inventory and Audience Network. In 2021, DV announced an expanded brand safety and suitability integration with Facebook, extending verification to In-Stream Reserve, while providing new tools to boost control and efficiency.

"DoubleVerify's expansion of brand safety and suitability solutions across Facebook and Instagram is an important step forward in our ongoing efforts to foster digital transparency and trust within our advertising environments", said Samantha Stetson, Vice President of Client Council and Industry Trades at Meta.

Advertisers have access to measurement data and insights through DV PinnacleⓇ, the company’s unified service and analytics reporting platform, to monitor and optimise the performance of their Meta ads campaigns.