DoubleVerify Unveils First-of-its-kind Research Detailing Factors Influencing Brand Safety and Suitability

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its global “Factors That Influence Brand Safety and Suitability” report. The groundbreaking study, conducted in collaboration with Publicis Media and leading brands such as Kraft Heinz, Reckitt and Comcast, is based on responses to ad and content stimuli from over 19,000 participants across 17 countries. The results help advertisers around the world better understand the factors they should consider as they seek a more holistic and nuanced approach to brand safety and suitability.

Critically, the research reveals that focusing solely on content adjacency – the placement of an ad alongside specific content – is only a starting point for determining a safety and suitability strategy. In addition to context, advertisers must also take into account the message conveyed by the ad, the audience's perception of the ad, and the brand's own sensitivities, to craft effective and impactful campaigns.

“By embracing a more holistic approach to brand safety and suitability, brands can not only maintain their reputation and integrity but also ensure that their advertising efforts resonate with the target audience and deliver the desired results,” said Mark Zagorski, CEO, DoubleVerify. “With the insights gleaned from this report, advertisers can adopt a more comprehensive and sophisticated approach to brand safety and suitability.”

“DV’s research challenged industry norms, viewing this topic from a consumer lens and illustrating that “one size does not fit all” when it comes to brand suitability,“ said Yale Cohen, EVP, Global Digital Standards, Publicis Media. “This unique approach brings the consumer and industry perspective together to better understand the insights that live at the intersection of brands, consumers and content. Our learnings will help us customize suitability settings – improving both the protection and scale of our brand clients as they seek to drive more meaningful connections with consumers.”

The report addresses key industry questions, such as which factors most influence consumer perception of brand safety and suitability, and what other considerations – like geography or demographics – advertisers must take into account. The report also offers best practices for reviewing and updating a brand's suitability settings. Key takeaways: