DoubleVerify new GenAI solution helps advertisers avoid low-quality, AI-generated content, protecting brands and improving ad placement.
DoubleVerify (DV) has launched its GenAI-powered Website Avoidance & Detection solution for advertisers, addressing the challenges posed by AI-generated, low-quality content. Advertisers increasingly encounter poorly written, repetitive, or plagiarized AI content that undermines brand safety. DV’s solution identifies and filters such content. Ensuring ads appear in environments aligned with brand values.
The solution works by classifying websites that heavily rely on GenAI tools without human oversight. It flags content with clear quality issues, including cookie-cutter formats, chatbot-written text, and placeholder material. Using a blend of AI-driven analysis and human expertise, DV ensures precision in identifying problematic content. Sites using GenAI responsibly and maintaining quality are excluded from this classification. Enabling advertisers to maintain reach without compromising on content standards.
Advertisers benefit from streamlined activation through DV Authentic Brand Suitability, integrated with leading demand-side platforms (DSPs). Powered by a mix of AI technology and human expertise, DV’s GenAI solution precisely identifies low-quality content. Importantly, sites using GenAI responsibly and maintaining quality are excluded from this classification. This allows advertisers to balance outreach with the assurance of brand safety. This dual-layered approach reduces manual efforts and optimizes ad spend by ensuring that campaigns run in suitable environments.
DV’s category-based implementation simplifies the activation process, automatically updating lists of sites to avoid. The system also aligns pre-bid controls with post-bid measurement, creating a comprehensive media authentication strategy. This dual approach allows advertisers to evaluate content before and after transactions, optimizing future campaigns based on insights gathered. Currently, DV’s GenAI classification applies to English-language content, with plans to expand to additional languages.