ABC has issued a certificate reviewing the capability of DoubleVerify’s BrandShield product across 10 performance indicators. The certification process rigorously tested the ability of Content Verification products to block or report, in real time, the serving of an online advertisement onto destinations that have been defined as inappropriate to the advertiser’s campaign.

DoubleVerify’s BrandShield joins the following list of certified Content Verification products:

• The AdSafe Firewall from Integral Ad Science
• Project Sunblock Proxy Mode from ArtsandTV.company Inc
• Emediate SiteScreen from Emediate ApS
• comScore vCE Validation from comScore

Inappropriate content, in this context, refers to any words deemed by the advertiser to be unsuitable for a campaign, including brand conflicting content. As the buying process becomes increasingly automated and trading methods develop, the certification of CV tools to industry standards is seen as a way of bringing greater transparency in the abilities of CV technology.

ABC’s certification programme is based on industry standards approved by JICWEBS. The programme requires testing at regular intervals to ensure that any product updates or changes to the industry standard are accounted for through the certification programme. The standards were developed in direct response to advertisers’ demands for greater confidence in the online trading process and will continue to be refined over time to ensure they reflect ongoing industry needs.

Chris Swarbrick, Head of Programmatic Media at Havas Media, said: "Protecting our clients from inappropriate online content is of utmost importance to us at Havas Media. Working with DoubleVerify for the past few years has allowed us to do this extremely effectively. The fact that they have received certification from the ABC confirms this."

Richard Foan, Group Executive Director of Communication and Innovation said: “Many advertisers want to take advantage of the benefits of online advertising but want to protect their brand safety online. CV technology has helped to deliver greater reassurance to brand owners. Clarity that CV technology really does reduce the risk for a brand campaign is exactly what advertisers have asked us to deliver.”

View the certificate