DoubleVerify’s BrandShield Pinpoints Ad Blocking to the Page Level


ADOTAS – Verification mainstay DoubleVerify is taking ad blocking down to the page BrandShield 2.0, which the company claims can see through multiple levels of i-frames to identify ad placement 96% of the time. The tool is available for marketers and can be incorporated by ad networks, DSPs and ad exchanges through the BrandShield Connect API.

BrandShield 2.0’s real-time ad-blocking solution can be customized based on both black and white lists of domains, but also at the page level via 75 inappropriate content categories (such as natural disasters, aviation, accidents and financial crises). An ad blocked from one inappropriate page can be redirected to a compliant page on the same domain. Finally, ad-blocking can be further fine-tuned at the geo-level.

The precision of page-level ad-blocking is beneficial to the entire ecosystem. During a six-week test run with three advertisers stretching 244 million impressions, DoubleVerify noted that publishers added 25% more inventory when page-level blocking was used versus domain-level blocking. One entertainment site served 600,000 impressions that would have been blocked by a domain-level service.

“Page level ad blocking will provide advertisers with the highest level of brand safety and compliance, even on sites that contain a mix of different content types, while allowing ad networks and publishers to better monetize ad inventory,” said DoubleVerify CEO Oren Netzer. “To boost transparency and accountability in the industry, we’ve built our solution to specifically address this problem.”


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