DoubleVerify Introduces Advanced GenAI Solution to Protect Brands from Subpar AI-Generated Content

On December 9, 2024, DoubleVerify (DV), a leader in digital media measurement, data, and analytics, unveiled its new Generative Artificial Intelligence (GenAI) Website Avoidance & Detection solution. This tool is designed to help advertisers navigate the challenges posed by low-quality, AI-generated content, safeguarding their brand reputation online.

DV’s 2024 Global Insights Trends Report reveals that 54% of marketers believe generative AI negatively affects media quality. DV has pinpointed a range of long-tail websites that use GenAI to produce poor-quality content, often plagued by errors, inconsistencies, and plagiarism. The new GenAI solution enables clients to integrate post-bid monitoring within their brand suitability profiles and utilize DV Authentic Brand SuitabilityⓇ across leading demand-side platforms (DSPs) for pre-bid avoidance.

“Advertisers are focused on maximizing campaign performance while ensuring that their ads appear within suitable environments that align with their brand,” said Mark Zagorski, CEO of DoubleVerify. “By expanding DV’s brand suitability solutions to identify low-quality, AI-generated content, we’re empowering advertisers to stay ahead in a rapidly evolving ecosystem.”

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DV takes a nuanced approach to classify websites in its GenAI Websites category, evaluating sites that predominantly feature AI-generated, low-quality content with minimal human oversight. Indicators of poor quality include repetitive formats, chatbot-generated text, placeholder content, and other signals that could concern advertisers.

DV’s GenAI solution uses proprietary detection technology that blends AI-driven analysis with human expertise to accurately identify and categorize low-quality content. Websites that use generative AI responsibly and maintain quality standards are excluded from the classification, allowing advertisers to strike a balance between reach and suitability.

The category-based implementation offers streamlined activation and dynamic updates, eliminating the need for manual inclusion and exclusion lists. This ensures that advertisers can keep up with the increasing presence of AI-generated low-quality content. Additionally, aligning pre-bid controls with post-bid measurement provides a comprehensive media authentication strategy. Pre-bid protection assesses content before impressions are purchased, ensuring ads are placed in appropriate environments. Post-bid measurement analyzes content after impressions are bought, offering insights that help brands optimize future campaigns and media investments.

Currently, DV’s GenAI classification applies to English-language content, with plans to expand to other languages in the future.