Taboola Expands Partnership with DoubleVerify to Enhance Brand Safety with New Authentic Marketplace Integration

On 5 August 2024, DoubleVerify, the top software platform for digital media measurement, data, and analytics, announced the deployment of DV Authentic Marketplace by Taboola, a global pioneer in enabling recommendations for the open web.

Advertiser partners of Taboola have had access to DV’s ready-to-use pre-bid segments and standard brand appropriateness since 2021, giving them greater control over the caliber of the placement of their ads.

Taboola marketers can now take advantage of DV Authentic Brand Suitability (ABS) on the platform thanks to the integration of DV Authentic Marketplace. Advertisers may now personalize protection to help them avoid risky and inappropriate content before placing a bid, going beyond conventional categories and keyword blocklists.

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Advertisers using Taboola can integrate their unique brand safety and suitability settings from their whole media mix into Taboola campaigns by using DV Authentic Marketplace. This enables brands to maintain consistency in their brand safety preferences across all of their purchases when running campaigns on Taboola.

Following Taboola’s recent recertification for the Brand Safety Certified Seal from Trustworthy Accountability Group (TAG), which attests that Taboola’s operations meet both the highest industry standards for brand safety and best-in-class practices globally, comes the integration of DV Authentic Marketplace. Furthermore, Taboola has several alliances and brand safety certifications that enable advertisers to spend with confidence on Taboola and guarantee that ads appear on reputable publisher websites.

“We are thrilled to enhance our partnership with Taboola with the integration of DV Authentic Marketplace, giving brands confidence that their ad investments are matched with the appropriate content environment, leading to enhanced performance,” stated Steven Woolway, EVP of Business Development at DoubleVerify. “This expansion of DV Authentic Brand Suitability contributes to a more robust digital landscape while protecting brand reputation.”

Adam Singolda, CEO and Founder of Taboola, stressed, “We’re proud of our partnerships with leading partners like DoubleVerify, who share a commitment to top-tier industry standards in brand safety, suitability, and transparency.” “We are providing advertisers even greater control over the locations and formats in which their ads appear with the integration of DV Authentic Marketplace.”