Digital media measurement platform DoubleVerify has launched tiered 'Made for Advertising' (MFA) brand suitability categories to help programmatic advertisers minimise media waste and maximise ad effectiveness.

The pre-bid technology is integrated into DoubleVerify's Authentic Brand Suitability toolkit, and complements the platform's existing post-bid offering, helping brands to improve operational efficiency and quality campaign delivery, reduce block rates, eliminate media waste, and maximise ad performance effectiveness.

The tiered MFA brand suitability categories are powered by a proprietary analysis process that combines human and AI-driven auditing to accurately identify MFA sites at scale. Sites are categorised based on their ad monetisation strategies, traffic sources, and content creation practices. Depending on the extent of MFA characteristics, sites are assigned to one of three suitability tiers: MFA High, MFA Medium, MFA Low. DV's approach aims to prevent miscategorisation and false positives.

The tiered categories give brands enhanced granularity and control to determine the level of protection that best suits their requirements.

"AI-driven MFA content has exploded over the last 12 months, creating a new set of hazards for advertisers seeking quality media performance," DoubleVerify CEO, Mark Zagorski, said. "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."

DoubleVerify Chief Innovation Officer, Jack Smith, said: "Our proprietary analysis process blends human insight with AI-driven auditing, and establishes a new industry benchmark in brand safety and suitability. 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."