DoubleVerify expands ad controls across Meta and TikTok

The platform is designed to address the longstanding challenge advertisers face when balancing cost efficiency, media quality and performance outcomes.

DoubleVerify has expanded its DV Authentic AdVantage solution to Meta and TikTok, extending access to a platform designed to combine media quality controls, campaign optimisation and independent measurement within a single offering.

The software company said the expansion will help advertisers improve campaign performance, strengthen brand suitability and increase operational efficiency across two of the world's largest digital advertising environments.

Bringing media quality and performance together

DV Authentic AdVantage combines pre-bid media quality protection, AI-powered optimisation and independent campaign measurement. The platform is designed to address the longstanding challenge advertisers face when balancing cost efficiency, media quality and performance outcomes.

According to DoubleVerify, the solution enables advertisers to align campaigns with brand suitability requirements while using AI-driven signals to optimise delivery and effectiveness. The platform also provides access to combined first-party and third-party insights intended to improve transparency across campaign activity.

Mark Zagorski, CEO of DoubleVerify: "Advertisers have been forced to choose between optimized cost efficiency and enhanced media quality for too long. DV Authentic AdVantage is unique because it removes those tradeoffs, leveraging DV’s market-leading verification and AI-powered optimization capabilities to enable advertisers to improve operational efficiency, bolster media quality and maximize performance simultaneously across some of the most impactful digital environments, including Meta and TikTok."

Focus on campaign effectiveness

The solution offers advertisers several core capabilities, including controls that help align advertising placements with brand suitability requirements, language preferences and media quality standards.

It also uses AI-powered optimisation and performance signals such as reach, CPM, CPA and attribution data to improve campaign effectiveness. Independent measurement and reporting are delivered through DoubleVerify’s DV Pinnacle platform.

Brook Minto, Global Investment Director at Haleon: "For brands, performance and media quality can no longer exist in separate conversations. DV Authentic AdVantage gives us the ability to improve efficiency and performance while maintaining the media quality standards our brand expects across platforms like Meta and TikTok. Bringing these capabilities together into one solution is a meaningful step forward for advertisers."

Expansion follows earlier launch

The announcement builds on the launch of DV Authentic AdVantage in June 2025, when DoubleVerify introduced the platform across proprietary video environments.

According to the company, early testing on TikTok delivered positive results, including a 98 percent increase in unique reach, a 50 percent improvement in efficiency and a 59 percent reduction in brand suitability incidents.

DV Authentic AdVantage is built on the DV Media AdVantage Platform, which combines media verification, AI-powered optimisation through DV Scibids AI and campaign measurement capabilities from DV Rockerbox. DoubleVerify said the combined platform is intended to help advertisers improve media effectiveness and return on advertising spend across channels, devices and formats.

www.doubleverify.com

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