Digital measurement platform DoubleVerify announced a partnership with Snapchat to authenticate ad viewability and prevent digital ad fraud and sophisticated invalid traffic (SIVT).

The new partnership allows brands to authenticate the quality of Snapchat campaigns using DV’s viewability and fraud verification technology and data, helping to maximize campaign effectiveness.

DV says it is the only verification provider with coverage that extends across Snapchat’s Filter, Lens, Snap Ad (Display & Video) and Story Ad formats.

“DV’s mission is to give advertisers clarity and confidence in their digital investment – across buying platforms, channels and media formats,” said Wayne Gattinella, CEO of DoubleVerify.

“Our partnership with Snapchat deepens DV’s quality coverage across the social media ecosystem.”

“Measurement across platforms can vary dramatically,” Gattinella said.

“DV uses consistent evaluation standards across environments – including web, mobile app and social, making it easier for advertisers to benchmark performance across their entire media plan.”

In addition to Snapchat, DV also partners with Facebook, Instagram, YouTube, and Twitter, and is continuously expanding its quality coverage across social media platforms and other emerging channels.

Writing in Campaign Asia, Jordan Koo, Double Verify’s APAC Managing director said, “Google, YouTube, Facebook and Twitter, platforms onto which the eyes of the world are permanently locked, have all opened themselves up to this objective reporting on digital media quality, and ultimately, brand performance.”
Jordon Koo, Double Verify APAC managing director

He said these platforms have taken initial steps towards transparency, but advertisers continue to demand more. “As an advertising authentication firm, DoubleVerify expects their relationships with these platforms to deepen – giving advertisers the ability to consistently measure quality at all levels across every platform advertisers buy media.”

He also argued that the brand safety challenges for advertisers go beyond simply avoiding offensive content. “Other complex issues like ad fraud and viewability have grown more sophisticated and complex: from the proliferation of fake news and fraud’s rise on mobile to transparency across social media, issues in media quality have continued to rapidly evolve.”

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