DoubleVerify Expands Partnership With TikTok On Post-Campaign Brand Safety For Ads In Latin America

DoubleVerify Holdings, Inc. DV expanded its partnership with ByteDance-owned TikTok to offer advertisers post-campaign brand safety and suitability measurement for campaigns in Spanish.

DV's video sorting tools break videos down into three parts: audio (video dialogue and music), visual (objects and people using Optical Character Recognition (OCR)), and text (ontological and AI classification of metadata, captions, and hashtags).

When using DV's post-campaign suitability measurement on TikTok, advertisers can leverage the same insights across platforms and publishers to inform future media planning and buying decisions across the greater media landscape. 

Also Read: DoubleVerify's AdTech Productivity on the Rise, Analyst Forecasts Upside Potential

DV's technology can categorize TikTok videos according to its brand safety floor and suitability classifications, which aligns with the standards outlined by the 4A's Advertiser Protection Bureau (APB) and the Global Alliance for Responsible Media (GARM).

In September 2021, DV initially disclosed its collaboration with TikTok to assess ad viewability, scrutinize invalid traffic, and measure in-geo impressions.

"With DV offering post-campaign brand safety and suitability measurement for TikTok campaigns in Spanish, advertisers in Mexico, Argentina, Colombia, Peru, Ecuador, Uruguay and Chile will now have greater clarity and confidence in their investments on this high-growth and highly engaging platform," said Armando Rodriguez, RVP of LATAM at DoubleVerify.

Also See: TikTok's E-commerce Blitz: Social Media Platform Targets Holiday Goldmine Against Amazon And Walmart

Price Action: DV shares traded higher by 1.42% to $27.81 on the last check Wednesday.