A global leader in powering recommendations for the open web, helping people discover things they may like, Taboola entered into a partnership with a leading software platform for digital media measurement, data and analytics, DoubleVerify (DV). The partnership is aimed at bringing brand safety and suitability targeting controls to over 13,000 global advertisers.
With this partnership, Taboola’s advertiser partners, including brands and media agencies, performance marketers, will receive access to DoubleVerify’s standard brand safety and suitability targeting technology. This will allow for control over the quality of where their ads are placed. Based on DoubleVerify’s deep ontological expertise and industry-leading brand safety and suitability controls, these settings can be customized by advertisers. The brand’s sophisticated approach to content classification allows advertisers to carefully balance brand reputation, scale while achieving their marketing objectives and protection across their Taboola campaigns.
The pre-bid brand safety and suitability segments of DoubleVerify are now available directly within the Taboola Ads console for use. Therefore when brands are planning and executing campaigns on Taboola’s vast network of more than 9,000 premium digital properties, they can use DV offerings. Advertisers can make use of DV’s safety and suitability segments while taking advantage of the variety of outcome-based buying options available in Taboola’s Ads console, including CPC and vCPM.
“DoubleVerify’s brand safety and suitability solution enable brands to align their advertising dollars with suitable content, which improves performance,” said Mark Zagorski, CEO of DoubleVerify. “Extending turnkey access to our solutions across Taboola’s environment will help global brands build confidence in their media placements and achieve a higher rate of contextual content suitability. This, in turn, helps create a stronger digital ecosystem where advertisers are able to support premium publisher inventory while safeguarding brand equity.”
“Many of today’s advertisers require a nuanced approach to brand safety and our reach, coupled with DoubleVerify’s ability to offer different tiers of safety and suitability within different categories, is uniquely valuable,” said Adam Singolda, CEO and founder, Taboola. “With shifts in how consumers view ads online and the growth of ad spend after last year, advertisers deserve peace of mind that their ads are running alongside the content they prefer. DoubleVerify is an innovator in the realm of advertiser trust, and as we bolster our suite of brand safety offerings, partnering with them was a natural fit.”