DoubleVerify is expanding its partnership with Snap to provide brand safety and suitability measurement tools for advertisers on the social media platform. 

The integration enables global advertisers to independently verify campaign quality and monitor brand reputation within Snap’s user-generated content environment.

The new offering builds on DV’s existing Snap capabilities, including viewability and invalid traffic measurement, which have been in place since September 2019. The expanded service measures display and video ad placements powered by DV Universal Content Intelligence, the company’s AI-driven classification engine.

Advertisers using the service gain access to brand reputation insights showing whether their digital advertising aligns with suitable content. The system analyzes multiple content types, including video, image, audio, speech, text, and link elements, to provide comprehensive classification and protection.

“DV’s mission is to help brands maximize digital investments and drive superior business outcomes,” DoubleVerify CEO Mark Zagorski said in a news release. “We offer industry-leading measurement coverage wherever priority audiences consume media online – especially in fast-growing, user-generated content environments like Snap.”

Darshan Kantak, SVP of Revenue Product at Snap, noted that the partnership provides advertisers with tools to ensure content upholds brand integrity. “Snap is committed to fostering a positive and safe online environment, and we prioritize brand safety with transparent content policies,” he said.

The integration is being implemented, and full availability is expected in the coming months. Advertisers can access measurement data through DV Pinnacle, the company’s unified analytics reporting platform, to monitor and optimize their Snap ads campaigns. The service will be available globally across all supported languages.

In October, Snap announced tests for two advertising formats on its platform: Sponsored Snaps in collaboration with Disney and Promoted Places with McDonald’s and Taco Bell.

Promoted Places highlight sponsored locations on Snap Map to drive user engagement with businesses. Snap reported that marking Places as “Top Picks” typically increases visitation by 17.6% among frequent Snapchat users compared to unmarked locations.

Snap recently reported that Q3 revenue increased 15% to $1.37 billion as daily active users grew to 443 million, a 9% year-over-year increase. The social media company’s net loss improved by 58% to $153 million compared to last year.

According to Social Media Today, the tech giant wants to attract more advertisers, particularly SMBs, to capitalize on its reach in the United States and the European Union. Although these two markets are the most lucrative, Snap’s audience growth has slowed in both regions.