Taboola and DoubleVerify partner to bring brand safety and suitability targeting controls to advertisers

Recommendation platform, Taboola, has partnered with measurement and analytics firm, DoubleVerify. Taboola’s advertiser partners, including performance marketers, brands and media agencies, will now be able access to DoubleVerify’s standard brand safety and suitability targeting technology, allowing for control over the quality of where their ads are placed.

Within the DoubleVerify platform, settings can be customised based on deep ontological expertise and brand safety and suitability controls. DoubleVerify’s approach to content classification allows 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 on Taboola’s network of more than 9,000 premium digital properties. 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.

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. 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.

Adam Singolda, CEO and founder, Taboola