Technology / Classification

As an advertiser buying digital advertising, you want to know your ads will run next to appropriate, “safe” content. As an ad network or publisher, you need to make sure your content is classified appropriately so you don’t lose out on brand dollars.

DoubleVerify not only aligns with IAB classification standards, we also provide the entire industry with additional granularity for broader compliance.

We are laser focused on the accuracy of our content classification algorithm and we work continuously to make sure it is the best in the industry. Our content algorithm takes into account more than 200 data points, variables and signals to determine the exact content of a page.

Our calculations require only a fraction of a second to come to fruition and include elements like the analysis of incoming and outgoing links on a page, word formatting (font and size), word frequency, word location and the context of those words on the page and more. The data is scored on the popularity, legitimacy and category of neighboring pages as well as images and html code of the page and the page’s third-party data.

As strong as our technology is, we back it up with the best people to protect your interests—and the health of the online advertising marketplace overall. That’s why, when we identify a site as high-risk, our content classification team reviews it. Live.