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DoubleVerify, a leading independent provider of marketing measurement software and analytics, has announced a brand new initiative with Snap. The companies are working jointly to develop for brand advertisers “an advanced level of brand safety controls that ensure their promotions on Snapchat are delivered within appropriate content.”

As part of the first phase, DoubleVerify (DV) has provided an independent review and validation of the processes that Snap is deploying to assess the quality and appropriateness of content posted by individual users.

“The Snapchat brand safety protocol is designed to block any ads from appearing adjacent to user-generated content that is determined to be inappropriate or objectionable,” notes DV.

The two companies plan to introduce future initiatives this year designed to increase the impact of advertising on the Snapchat platform. In tandem, DV also joined the Snapchat Brand Safety Coalition which reviews industry best practices as well as Snapchat’s approach to brand safety.

“DoubleVerify is proud to partner with Snap on this important brand safety initiative. We applaud Snap for swiftly addressing the needs of advertisers for third-party validation across their digital media investments,” says Wayne Gattinella, the President and CEO at DoubleVerify. “We are extremely pleased that the results of our first review confirm that Snap’s brand safety controls provide a meaningful layer of protection for brand advertisers.”

The new brand safety initiative with Snap is a natural for DV. It draws on the company’s nearly 10 years of experience building the data and analytics solutions that protect digital media investments for many of the world’s largest brands and media platforms.

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