In the world of digital advertising, it is crucial to ensure that ads are viewable, engaging, and free from fraud.
DoubleVerify, a leader in ad verification and media quality measurement, has recently taken a significant step forward by expanding its services to LinkedIn’s premium video inventory.
This expansion is designed to give advertisers more control over the effectiveness and safety of their video ads on LinkedIn.
Below, we’ll explore the details of this new partnership and its impact on advertisers and their campaigns.
What is DoubleVerify?
DoubleVerify provides tools and solutions to measure and improve the quality of digital advertising. Its services include viewability measurement, fraud protection, and brand safety controls.
Advertisers rely on DoubleVerify to ensure real people see their ads, that they appear in appropriate environments, and that they are not wasted on invalid traffic (IVT).
What is LinkedIn’s Premium Video Inventory?
LinkedIn’s premium video inventory refers to the video ads on the platform.
Businesses typically use these ads targeting professionals for branding and marketing purposes.
Video ads on LinkedIn have become popular, as video content often receives higher engagement than other forms of content on the platform.
DoubleVerify Expands to LinkedIn
DoubleVerify recently announced extending its media quality measurement services to cover LinkedIn’s premium video inventory.
This move marks a significant milestone for both companies. It enables advertisers to ensure their video ads are viewable and protected from fraud.
Key Features of DoubleVerify’s Expansion
DoubleVerify’s expansion to LinkedIn offers several key features designed to enhance the performance of video ad campaigns:
Viewability Measurement
One of the most critical features of this expansion is the ability to measure whether users are seeing video ads.
Viewability refers to how much of an ad is visible on the screen and for how long. For a video ad to be considered “viewable,” at least 50% of the video must be in view for at least two continuous seconds.
Invalid Traffic (IVT) Protection
DoubleVerify ensures that ads are not being served to bots or non-human traffic. This protects advertisers from wasting money on fraudulent clicks or impressions. With LinkedIn’s professional audience, safeguarding against IVT is essential for maintaining the integrity of campaigns.
Brand Safety
Advertisers need to ensure their ads appear in appropriate and safe contexts. DoubleVerify offers brand safety tools to help advertisers avoid showing ads next to content that could damage their brand reputation.
Integration with DV Pinnacle
All of DoubleVerify’s measurement tools data can be accessed through its DV Pinnacle platform. DV Pinnacle offers a unified view of ad performance, allowing advertisers to monitor and optimize their campaigns in real-time.
Enhanced Campaign Performance
By ensuring viewability, brand safety, and protection against fraud, advertisers can significantly improve the overall effectiveness of their video ad campaigns on LinkedIn. When ads are viewed by real people and in the right contexts, advertisers can expect better engagement and return on investment (ROI).
Importance of Viewability in Digital Advertising
In the world of digital advertising, viewability is everything. If an ad is not seen, it cannot make an impact.
DoubleVerify defines a viewable video ad as playing for at least two continuous seconds while being at least 50% visible on the screen. This standard aligns with guidelines set by the Media Ratings Council (MRC), ensuring consistency and reliability in ad measurement.
How Viewability is Measured
DoubleVerify uses advanced technology to track the visibility of video ads on LinkedIn. Advertisers can access detailed viewability metrics through the DV Pinnacle platform, which provides real-time analytics of their ads’ performance.
Why Viewability Matters
Viewability is a key factor in determining the success of an ad campaign. If ads are not being viewed, advertisers are essentially throwing money away. DoubleVerify’s tools help ensure that advertisers only pay for ads seen by real people, increasing the value of their ad spend.
Fraud Protection and Invalid Traffic (IVT)
Fraud is a significant problem in digital advertising. Bots and other forms of invalid traffic can consume advertising budgets without delivering any real value. DoubleVerify helps protect advertisers from this issue by detecting and filtering out fraudulent traffic.
How DoubleVerify Detects Fraud
DoubleVerify uses sophisticated algorithms and analytics to identify invalid traffic. This includes identifying bot activity, low-quality sites, and other fraudulent behavior that could skew campaign results.
Importance of IVT Protection
Invalid traffic can severely undermine an advertising campaign by making it appear more successful than it is. DoubleVerify helps maintain the accuracy and effectiveness of LinkedIn ad campaigns by ensuring that ads are only served to real users.
Brand Safety Tools
Another key aspect of DoubleVerify’s service is ensuring that ads appear in appropriate contexts. With LinkedIn being a professional platform, maintaining brand safety is essential. DoubleVerify offers tiered brand safety and suitability frameworks that allow advertisers to filter out undesirable content categories.
How Brand Safety Works
Brand safety involves filters to ensure that ads don’t appear next to inappropriate or unsafe content. This can include anything from offensive language to extremist content. DoubleVerify allows advertisers to set specific parameters to avoid these situations.
The Impact on LinkedIn Ads
LinkedIn’s professional nature makes it less risky than some other platforms, but the brand safety tools provided by DoubleVerify add an extra layer of protection. This ensures advertisers can confidently run their campaigns without worrying about negative associations.
DV Pinnacle: Real-Time Analytics for Advertisers
DoubleVerify’s insights and data can be accessed through its DV Pinnacle platform. This platform gives advertisers a unified view of their campaign performance, allowing them to track viewability, fraud, and brand safety metrics in real time.
Key Features of DV Pinnacle
DV Pinnacle offers several essential features for advertisers:
- Real-Time Data: Advertisers can monitor their campaigns as they happen, making it easier to adjust.
- Comprehensive Reporting: DV Pinnacle provides detailed reports on all campaign aspects, including viewability, fraud, and brand safety metrics.
- Optimization Tools: The platform includes tools to help advertisers optimize their campaigns for better performance.
DoubleVerify’s Collaboration with LinkedIn
This expansion builds on DoubleVerify’s previous collaboration with LinkedIn. In November 2022, DoubleVerify introduced its Authentic Brand Suitability and Custom Contextual solutions on the platform. These tools allowed advertisers to avoid unsafe content and ensure their ads aligned with brand requirements before bidding.
Strengthening LinkedIn’s Advertising Ecosystem
DoubleVerify’s expanded measurement tools further enhance LinkedIn’s advertising ecosystem. By offering advanced metrics and fraud protection, the collaboration gives advertisers the confidence they need to invest in video ads on LinkedIn.
Mark Zagorski’s Take on the Expansion
Mark Zagorski, CEO of DoubleVerify, emphasized the importance of this expansion, stating that it reinforces the company’s leadership in media quality measurement across various platforms. By expanding to LinkedIn, DoubleVerify aims to provide advertisers with more reliable tools for improving campaign performance and protecting their investments.
Abhishek Shrivastava’s Insights
Abhishek Shrivastava, VP of Product at LinkedIn, also commented on the partnership, highlighting how this collaboration empowers advertisers to effectively engage with their target audiences through video advertising on LinkedIn. With the addition of DoubleVerify’s tools, advertisers can now run campaigns with greater confidence and transparency.
The Future of LinkedIn Video Ads
This expansion is expected to be rolled out to all advertisers soon. As more advertisers begin to leverage DoubleVerify’s tools on LinkedIn, we can expect increased competition for premium video inventory and a higher standard of ad quality across the platform.
What This Means for Advertisers
Advertisers can now ensure their video ads are viewable and safe from fraud and inappropriate content. This creates a more transparent and effective advertising environment, leading to better results.
Expected Benefits for LinkedIn Users
For LinkedIn users, this means a better overall experience. With higher-quality ads, users are more likely to engage with relevant and valuable content rather than being exposed to low-quality or spammy ads.
Conclusion: A Win-Win for Advertisers and LinkedIn
Expanding DoubleVerify’s media quality measurement to LinkedIn’s premium video inventory represents a significant step forward for advertisers and the platform. By offering tools to ensure viewability, fraud protection, and brand safety, DoubleVerify helps advertisers optimize their campaigns and make more informed decisions.
As LinkedIn continues to grow as a major player in digital advertising, this partnership with DoubleVerify will play a crucial role in maintaining the platform’s reputation as a safe and effective environment for professional advertising.
Key Takeaways
- Viewability is Essential: Advertisers must ensure their video ads are being seen, and DoubleVerify’s tools make this possible.
- Fraud Protection Matters: Invalid traffic can undermine campaigns, but DoubleVerify provides robust protection against this.
- Brand Safety is Crucial: Ensuring that ads appear in appropriate contexts is vital for maintaining brand integrity.
- DV Pinnacle is a Game-Changer: DV Pinnacle’s real-time analytics and optimization tools help advertisers maximize their campaigns.
DoubleVerify’s expansion to LinkedIn’s premium video inventory offers a comprehensive solution for advertisers, enhancing the platform’s appeal as a destination for high-quality video advertising.
