Third party verification provider DoubleVerify has announced an expanded partnership with Snapchat, which will enable DoubleVerify to offer brand safety and suitability measurement for Snapchat campaigns.
DoubleVerify’s brand safety and suitability measurement provides insights into ad placement on platforms, and whether your ads are being displayed alongside objectionable content. That gives brands extra peace of mind around brand placement, while also ensuring that the platforms are upholding their own ad placement standards.
As per DoubleVerify:
“With this release, global advertisers can independently authenticate campaign quality and protect brand reputation within Snap’s engaging, user-generated platform […] DV’s advanced AI-driven classification technology allows advertisers to align their brand promotion with appropriate and suitable content, maximizing transparency, effectiveness, and confidence in their digital investments.”
So you can rest assured that your Snap promotions won’t be shown next to offensive or otherwise concerning content based on the parameters you’ve set.
The update expands on Snapchat’s established partnership with DoubleVerify, which already offers ad viewability and fraud verification for Snap campaigns. Snapchat also offers tagless integration for DoubleVerify customers, which enables tracking for specified ad sets, without the use of special URLs or UTMs.
It’s the latest in Snapchat’s broader effort to improve its ad options, which also saw Snap add brand safety and suitability measurement from Integral Ad Science (IAS) back in June.
Snap’s looking to bring in more advertisers, particularly SMBs, in order to capitalize on its reach in the U.S. and EU, its two most lucrative markets.
And it needs to maximize its opportunities where it can, because its audience growth has slowed significantly in both regions.
That still means that Snap has more opportunity in other regions. But as it works to build its ad business, it needs to build on its core markets to solidify its foundations.
Third party verification adds another element in this, and could help Snap win more ad investment.
