Snapchat Enhances Brand Safety with Expanded DoubleVerify Partnership

Snapchat has extended its partnership with verification provider DoubleVerify, enabling advanced brand safety and suitability checks for ad placements on the platform. This expanded service allows brands to ensure that their ads are not shown next to objectionable content, reinforcing the integrity of their campaigns.

Through DoubleVerify’s AI-driven classification technology, advertisers can verify campaign quality, with tagging options that work without special URLs or UTMs. This integration complements Snapchat’s existing offerings, which include ad viewability and fraud checks from DoubleVerify, as well as additional safety measures from Integral Ad Science (IAS), added earlier this year.

As Snapchat seeks to attract more advertisers, particularly small and medium-sized businesses in key markets like the U.S. and EU, robust third-party verification is likely to strengthen advertiser confidence and support Snap’s strategy to build a sustainable ad business. Platforms like YouTube famously underwent the “adpocalypse” due to the site’s inability to get rid of hate speech and other extremist content, since brands were unable to prevent their ads from appearing on such videos.

While the full details of how DoubleVerify’s system works are obviously kept private, the AI-driven classification system is apparently capable of making sure that advertisers have more control over where their ads appear. The content analysis system can apparently check everything from text and images to speech and other audio, and is available alongside the existing DoubleVerify tools like fraud verification and tagless integration.