Content recommendation engine Taboola has announced a brand safety partnership with DoubleVerify to better control the media partners are being placed in.
As a result of the launch, Taboola’s advertiser partners, including performance marketers, brands and media agencies, will receive access to DoubleVerify’s standard brand safety and suitability targeting technology, allowing for control over the quality of where their ads are placed.
“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, chief executive officer 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.”
How does it work?
Settings can be customized by advertisers based on DoubleVerify’s ontological expertise and brand safety and suitability controls.
This approach to content classification is touted to allow advertisers to carefully balance brand reputation, protection and scale while achieving their marketing objectives across their Taboola campaigns.
DoubleVerify’s pre-bid brand safety and suitability segments are now available directly within the Taboola Ads console for use when planning and executing campaigns.
Advertisers can make use of DoubleVerify’s safety and suitability segments while taking advantage of the variety of outcome-based buying options, including CPC and vCPM, available in the Taboola Ads console.
Taboola's fighting perceptions around the quality of its inventory and offering assurances to partners.