Reddit announced a partnership with DoubleVerify – an independent media effectiveness platform that uses AI to analyze digital ad delivery for quality, brand safety, viewability, and fraud issues – to provide advertisers with transparency around brand safety and suitability when running ads on the platform. The integration allows DoubleVerify to measure and report on these metrics for Reddit’s ad delivery globally.

According to the announcement, brand safety refers to ensuring ads appear near appropriate content and avoiding controversial or objectionable material. Brand suitability builds on this, allowing advertisers to customize “risk levels” for different types of content based on their specific brand preferences.

DoubleVerify’s methodologies classify content into brand safety and suitability categories, with three risk tiers – high, medium, and low – for each suitability factor. This enables advertisers to select risk levels aligned with their brand across categories like adult content, profanity, alcohol references, and others.

The announcement cites initial testing showing over 99% of ad impressions measured by DoubleVerify appeared adjacent to content deemed brand safe, per its content classification scanning the posts directly above and below each ad placement.

In addition to DoubleVerify’s third-party reporting, Reddit provides native controls for advertisers to refine their ad targeting and exclude specific keywords, communities, or types of content at different inventory levels. The partnership allows advertisers to cross-reference DoubleVerify’s insights with their Reddit settings to optimize brand suitability.