Taboola expands partnership with DoubleVerify while integrating DV Authentic Marketplace

 A global leader in powering recommendations for the open web, Taboola, has announced its adoption of DV Authentic Marketplace. A pre-bid activation solution from DoubleVerify. DoubleVerify, an industry-leading platform specializing in analytics, data, and digital media measurement, has been providing Taboola’s advertiser partners access to its standard brand suitability tools and pre-bid segments since 2021. These tools empower advertisers to manage the quality of their ad placements, ensuring that their content is displayed in appropriate and suitable contexts.

Advertisers on Taboola are now able to make use of DV Authentic Brand Suitability (ABS) on the platform as a result of the integration of DV Authentic Marketplace. By going beyond the typical category and keyword blocklists, this integration enables advertisers to deploy protections that are tailored to their specific targets. With the use of these safeguards, they are able to avoid displaying advertisements in content contexts that are harmful or inappropriate before a bid is even filed. Considering that Taboola campaigns have the capability to import bespoke brand safety and suitability parameters from across an advertiser’s complete media mix, it is possible for these campaigns to conform to the same brand safety preferences as all other media buys. This integration ensures that a brand’s digital advertising activities are consistent and full of confidence throughout the entire process.

The implementation of DV Authentic Marketplace follows Taboola’s recent recertification for the Brand Safety Certified Seal from the Trustworthy Accountability Group (TAG). This certification acknowledges that Taboola’s operations not only meet leading industry standards in brand safety but also adhere to best-in-class practices globally. Along with other brand safety certifications and partnerships, this recertification empowers advertisers to confidently invest in Taboola, knowing that their ads will appear on trusted publisher sites.

Steven Woolway, EVP of Business Development at DoubleVerify, expressed enthusiasm about the enhanced partnership with Taboola. He highlighted the benefits of integrating DV Authentic Marketplace, which provides brands with the assurance that their ad investments are aligned with appropriate content environments, ultimately leading to better performance. Woolway emphasised that the expansion of DV Authentic Brand Suitability is a factor in the development of a more robust and secure digital landscape, which in turn safeguards the reputations of brands.

Adam Singolda, CEO and Founder of Taboola, also emphasized the importance of this partnership with DoubleVerify. He highlighted their shared commitment to upholding top-tier industry standards in brand safety, suitability, and transparency. Singolda noted that the integration of DV Authentic Marketplace provides advertisers with even greater control over where and how their ads appear. This enhanced control ensures that their advertisements are displayed in environments that align with their brand values and safety standards.

Overall, the integration of DV Authentic Marketplace into Taboola’s platform marks a significant advancement in providing advertisers with sophisticated tools for brand safety and suitability. This collaboration between Taboola and DoubleVerify underscores a commitment to maintaining a safe and transparent digital advertising ecosystem. It offers advertisers the assurance that their ads will reach the right audiences in the right environments, fostering trust and confidence in their digital marketing strategies.