Advertisers Demand Transparency in Brand Safety Tools from DoubleVerify and Integral Ad Science
Brief news summary
Advertising verification companies DV and IAS have defended their services against accusations made in the Adalytics report, which questioned the accuracy of their brand-safety tools. Both companies criticised the methodology of the report, but industry insiders claimed the findings were accurate. Advertisers and experts have called for greater transparency from DV and IAS to address concerns about the reliability and effectiveness of their AI tools. Measurement firms should provide more granular data on page-level categorisation and address issues such as uncategorised URLs and false positives, according to Rocky Moss, CEO of DeepSee.io. The division between brand safety and user safety is becoming blurred, said Tiffany Xingyu Wang, founder of Oasis Consortium, who advocates for better tooling in both areas. Seekr, an AI-based content-moderation platform, emphasises transparency by making all content, scoring and flagging available for review.Advertisers were shocked by the findings of a report by Adalytics, which highlighted issues with the offerings of DoubleVerify (DV) and Integral Ad Science (IAS). DV and IAS defended themselves by criticizing the report's methodology. However, industry sources agreed with the report's findings and expressed concerns about the lack of transparency from DV and IAS. Advertisers and experts requested more information on how brand safety technology is applied, the analysis process for page safety, and the treatment of user-generated content. Transparency is crucial for building trust in brand safety tools.
Experts suggested that measurement firms should provide detailed data on the accuracy of page-level categorization and address potential issues such as uncategorized URLs. The focus should shift from blocklists to more sophisticated filtering techniques. Seekr, a company that filters harmful content, prioritizes transparency by making all content available for review and providing detailed scores, categorizations, and flagging explanations. Transparency not only improves trust but also enables better business decision-making.
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Advertisers Demand Transparency in Brand Safety Tools from DoubleVerify and Integral Ad Science
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