DoubleVerify (DV), has expanded its integration with Snap to provide brand safety and suitability measurement.

This new feature allows global advertisers to independently authenticate campaign quality and protect brand reputation within Snap’s user-generated platform.

The digital media measurement vendor's AI-driven classification technology enables advertisers to align their brand promotion with appropriate and suitable content. The new release provides Snap advertisers with brand reputation insights, comprehensive coverage across display and video ad placements, and trusted measurement of their campaigns through third-party authentication.

"We're thrilled to bring DV’s brand safety and suitability measurement to Snap, ensuring campaigns meet rigorous media quality standards while maximising advertiser performance. DV’s mission is to help brands maximise digital investments and drive superior business outcomes. To support this objective, DV offers industry-leading measurement coverage wherever priority audiences consume media online – and especially in fast-growing, user-generated content environments like Snap," said Mark Zagorski, CEO at DoubleVerify.

The technical integration between DV and Snap is currently being implemented and is expected to be available to all advertisers in the coming months. In September 2019, DV launched viewability and invalid traffic measurement on Snap.

Snap also expressed its commitment to maintaining a positive and safe online environment for brands. "Our expanded partnership with DoubleVerify gives advertisers the tools they need to ensure that Snap content upholds brand integrity," said Darshan Kantak, SVP, Revenue Product at Snap.

"Snap is committed to fostering a positive and safe online environment, and we prioritise brand safety with transparent content policies. This release demonstrates our dedication to helping brands invest safely on our platform."

DV’s brand safety and suitability solution is powered by DV Universal Content Intelligence, a classification engine that uses AI technology to analyse all key content types.