What's Going On With DoubleVerify Shares Today?

Zinger Key Points
  • DoubleVerify introduces 16 new brand safety categories for TikTok advertisers.
  • Enhanced ad suitability aims to align with platform content amidst TikTok's rising popularity.

DoubleVerify Holdings, Inc. DV shares are trading lower on Thursday.

The company announced the rollout of 16 new brand safety and suitability categories for TikTok advertisers to support the social media’s new Inventory Filters – Vertical Sensitivity and Category Exclusion, to go into effect this month.

As TikTok’s popularity surges, advertisers can strategically navigate the digital realm, ensuring brand promotion aligns with suitable platform content.

“We are excited to expand our partnership with TikTok as ad investments continue to grow on the platform,” said Mark Zagorski, CEO of DoubleVerify.

This release enables brands to utilize five additional content categories in the Category Exclusion control for TikTok Inventory Filter: Gambling & Lottery, Youth Content, Violent Video Games, and Combat Sports.

The expanded category selection offers advertisers improved measurement insights and heightened protection across sensitive topics. It includes 11 vertical-based categories for the Vertical Sensitivity inventory filter, catering to diverse brand requirements across sectors like Pets, Food, Beauty, and more. 

These categories exclude content potentially misaligned with advertisers’ brand positioning. DV is testing Vertical Sensitivity controls for release later this quarter.

In 2021, DV introduced ad viewability, fraud, and in-geo measurement on TikTok. The partnership expanded in 2022 to include post-campaign brand safety and suitability measurement. 

In 2023, DV added support for TikTok Photo Mode content and became an official member of the TikTok Marketing Partner Program, specializing in Brand Safety & Suitability. This year, DV further expanded its brand safety efforts.

“Advertisers can ensure brand equity protection by leveraging DV’s new AI-powered classification categories, and align their advertising with suitable content on TikTok according to each brand’s specific needs and objectives,” Zagorski adds.

Price Action: DV shares are trading lower by 1.11% to $32.92 on the last check Thursday. 

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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