With the newly launched Authentic Direct, publishers can automatically align with advertiser brand suitability settings on direct advertising campaigns.
DoubleVerify, the platform for digital media measurement, has launched Authentic Direct, a solution that empowers digital publishers to automatically align with advertiser brand suitability settings on direct advertising campaigns.
Authentic Direct provides a direct link to an advertiser’s suitability profile, allowing publishers to easily automate targeting that reflects an advertiser’s preferences, in the process dramatically lowering brand violation rates.
Direct campaigns require constant back and forth communication between publishers and advertisers to ensure success. With Authentic Direct, publishers have the ability to automatically align on campaign expectations and performance outcomes – reducing campaign waste and improving quality of direct placements.Mimi Wotring, Senior Vice President of Publisher Sales & Client Services, DoubleVerify
With a single signal, publishers can now access a centralized set of brand safety and suitability requirements from their advertiser clients, saving them crucial optimization time and streamlining campaign discrepancy management as well as eliminating impression waste caused by brand suitability violations.
In a recent test of Authentic Direct, The Arena Group, with brands that include The Street and Sports Illustrated, found there was a 92% drop in the overall block rate, with blocks due to brand suitability decreasing 97% in the first 12 hours of implementation. Continuing to test the solution for four months, The Arena Group maintained a daily brand suitability block rate of less than 1%.
“Without Authentic Direct, the process for honoring advertisers’ brand safety and suitability needs is very time intensive and error-prone. Despite all of our manual effort, we still experienced high block rates and wasted impressions,” said Reggie Hudson, VP of Advertising Operations, The Arena Group.
Authentic Direct was easy to implement, required minimal effort and delivered an immediate result.Reggie Hudson, VP of Advertising Operations, The Arena Group