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DoubleVerify Unveils Expanded Brand Safety & Brand Suitability Integration with Facebook - ExchangeWire.com

DoubleVerify (DV) announced an expanded brand safety and brand suitability integration with Facebook, extending its verification to premium inventory including Facebook In-Stream Reserve and enabling brand measurement on Facebook and Instagram. The update provides 53 content avoidance categories and 39 languages, and enables Allow Lists for In-Stream Video as well as Block Lists across In-Stream Reserve, In-Stream Video, Instant Articles, and Facebook Audience Network. DV also emphasizes automated updates to improve operational efficiency. CEO Mark Zagorski stated the expansion aims to deliver a more brand-safe and brand-suitable environment across the Facebook ecosystem. GroupM’s Julie Kandel welcomed the progress and anticipated continued expansion. DV notes ongoing collaboration with Facebook for fraud protection and viewability, with a single viewability metric across platforms. A Harris/DV study found 67% of consumers would stop using a brand that appeared beside objectionable content, and DV cited its December 2020 MRC accreditation for measurement on Facebook and Instagram.

Online Video Can Wait. Harris And Placemedia Want To Crack Programmatic TV First

Harris Broadcast and Placemedia are partnering to launch an exchange-based ad platform for TV inventory, aiming to sell broadcast, cable, and satellite advertising through a programmatic, impression-based model before extending to online video. After about a year of collaboration, Placemedia’s network covers 50 million households via deals with broadcasters, cable operators, and satellite providers, enabling advertisers to purchase unsold TV inventory through an automated exchange rather than traditional GRP negotiations. The approach is set against earlier attempts like Google TV Ads, which struggled to gain traction; NBC Universal briefly signed on before withdrawing, and Cox Media had limited deals in 2012. Harris, which acquired Malibu in 2011—a local cable TV media buying software created by Spot Runner—leverages its workflow tools to offer a targetable TV buying environment aligned with online exchanges, while acknowledging TV remains the dominant viewing medium (about 97%).

PubMatic Acquires Mobile Tech Company; Collective Hires Ebay Exec As New CFO; Lang Makes Moves At Time Inc.

PubMatic announced the acquisition of MobiPrimo to bolster its mobile sell-side platform, enabling direct integration with leading mobile networks, ad servers and DSPs. The deal will add 16 developers to PubMatic’s dedicated mobile team; terms were not disclosed. MobiPrimo was co-founded by Aditya Kulkarni and Samir Karande and focused on location-enabled mobile search for local businesses, web, enterprise data and local store information. In a separate move, Collective named Aman Verjee, formerly PayPal and eBay North American Marketplaces CFO, as CFO. Time Inc. appointed Laura Lang as CEO and created an Office of the Chief Executive comprising Howard Averill, Maurice Edelson and John Huey after firing two executives, with Bain & Company hired for consulting. The roundup also references Forbes on iPad advertising potential and Nielsen’s Fourth Screen Report highlighting 7-Eleven DOOH reach.