Taboola, a global leader in recommendations for the open web, announced the adoption of DV Authentic Marketplace, a pre-bid activation solution from DoubleVerify, the leading software platform for digital media measurement, data and analytics.
Since 2021, Taboola advertising partners have access to DV’s standard brand suitability pre-bid segments, giving them control over the quality of placements where their ads are placed.
Now, with the integration of DV Authentic Marketplace, Taboola advertisers can experience the benefits of DV Authentic Brand Suitability (ABS) on the platform. Advertisers can go beyond standard categories and keyword blocklists—enabling customized protection that helps prevent unsafe and inappropriate content before placing an offer.
With DV Authentic Marketplace, advertisers can import their customized security and brand suitability settings from all their media mixes for Taboola campaigns. This allows campaigns running on Taboola to follow the same brand safety preferences that a brand has across all its purchases.
The integration of DV Authentic Marketplace follows the recent recertification of Taboola for the Trustworthy Accountability Group (TAG) Brand Safety Certification Seal, which certifies that the company's operations meet not only the industry's main standards for brand safety but also world-class best practices. Additionally, Taboola has numerous brand safety certifications and partnerships that enable advertisers to invest with confidence, ensuring that ads are displayed on reputable publisher sites.
"We are excited to enhance our partnership with Taboola by integrating the DV Authentic Marketplace, giving brands confidence that their advertising investments are matched with the appropriate content environment, leading to improved performance," said Steven Woolway, Executive Vice President of Business Development at DoubleVerify. This expansion of DV Authentic Brand Suitability contributes to a robust digital landscape while protecting the brand's reputation.
"We are proud of our partnerships with leaders like DoubleVerify, who share a commitment to the highest industry standards in brand safety, suitability, and transparency," emphasized Adam Singolda, CEO and Founder of Taboola. "With the integration of DV Authentic Marketplace, we are giving advertisers even more control over where and how their ads appear."
