Digital media measurement, data and analytics software platform DoubleVerify is expanding its quality solutions with Meta to enable media measurement and help maximise advertiser performance on Facebook and Instagram Reels. This release will leverage DV’s technology to help advertisers on Meta Reels ensure their video ads are viewable, by a human being and are safe from Fraud/Invalid Traffic (IVT).

“As a participant in Meta’s measurement partnership programme, we are thrilled to announce that we can measure viewability and fraud on Reels, providing global brands with greater clarity and confidence in their investments on both Facebook and Instagram,” declared Mark Zagorski, CEO, DoubleVerify. “The explosion in short-form, user-generated content is offering advertisers a high-engagement environment to connect with passionate online communities. We can now provide media authentication, and help maximise campaign impact and performance for our mutual advertisers.”

With DV’s quality verification technology, advertisers leveraging Reels ads will benefit from:

• Fraud Measurement: For advertising to perform, it must be seen by a real human being. DV identifies and helps to protect advertisers against fraud and IVT – from hijacked devices to bot manipulation.
• Viewability Authentication: DV provides comprehensive viewability measurement, offering clarity into whether an ad has the opportunity to be seen, shedding light on its impact.

Mutual clients will be able to access measurement data and insights through DV Pinnacle, the company’s unified service and analytics reporting platform, to monitor and optimise the quality of their Reels ads campaigns. Reporting will cover Viewability and Fraud across Reels’ video ad format also known as ‘Post-loop ads’.

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Tags: DoubleVerify, facebook, Instagram Reels, Invalid Traffic, IVT