Digital media measurement, data and analytics platform, DoubleVerify, has broadened its AI-Powered Brand Suitability Coverage on Meta to include Inflammatory Politics and News (IPN). The expansion enables advertisers to independently authenticate campaign quality against controversial news and political topics, allowing them to select the level of protection that best fits their brand requirements.

The IPN category is based on a clearly defined policy that outlines which types of content should be classified accordingly, including the communication of unreliable or unsubstantiated information on issues of societal importance, such as deepfakes. DoubleVerify's brand suitability categories are proprietary and informed by industry standards, subject matter expertise and over 12 years of customer feedback.

CEO of DoubleVerify, Mark Zagorski, said: “We are thrilled to release DoubleVerify's Inflammatory Politics and News category on Meta, especially during an election year when challenging political topics typically surge. As citizens around the world prepare to vote, giving advertisers the ability to choose the content they want to be aligned with is critical. By leveraging DoubleVerify's new AI-powered category, advertisers can protect their brand equity and evaluate suitability on Meta based on their specific marketing objectives.”

The IPN category can be mapped to industry standards for misinformation and debated sensitive social issues. The category release is powered by DoubleVerify Universal Content Intelligence, DoubleVerify's industry-leading classification engine that uses AI to analyse all key content types to provide advertisers with accurate classifications and ensure comprehensive coverage and protection at scale.

DoubleVerify's Brand Safety and Suitability classification specialists review emerging stories that could be considered controversial or present a challenge to advertisers. DoubleVerify employs a multilateral review approach to ensure that content meets DoubleVerify's IPN category definitions, evaluating language, rhetoric and journalistic standards.

Global brands can access DoubleVerify's IPN category measurement data and insights using DV Pinnacle, the company’s unified service and analytics reporting platform.