Jessica Goodfellow
Jan 31, 2020

DoubleVerify extends brand safety controls to 100 languages

TECH BITES: The firm cited research that claims the majority of online consumers outside the US “rarely or never buy from English-only websites.”

DoubleVerify extends brand safety controls to 100 languages

DoubleVerify has expanded its brand safety controls to support over 100 languages.

Customers will now be able to:

  • Set the desired language of content they want their advertising to run alongside, employing programmatic targeting or whitelisting.
  • Monitor and block ads from running against content in specific languages.
  • Create multiple language-specific keyword lists.

To address the challenge of words that have different meanings in different languages, DoubleVerify has created additional controls for global clients managing keyword lists.

Clients will be able to maintain both global and language-specific keyword lists. The language tools can be used across desktop and mobile devices, for post-bid measurement and blocking, and pre-bid as part of DV’s brand safety targeting solution through DSPs. 

The verification provider cited a 2018 study by Alexika which found that of over 3000 online shoppers across 10 countries, 60% “rarely or never buy from English-only websites”. Meanwhile, 9 in 10 internet users in the EU "always visited a website in their own language" when the option existed, according to a 2011 study by the European Commission.

"It is critical, therefore, that brands are able to tailor their brand safety controls to the language of the properties they’re serving on," the firm said, in a release.

Rival firm Integral Ad Science (IAS) expanded its brand safety offering in 2017 to support 40 languages, claiming at the time this covered about 99% of internet users.

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