DoubleVerify (DV) has announced the expansion of its AI-powered brand suitability measurement to include Meta's Threads feed.

The development allows advertisers worldwide to utilise DV's classification technology, providing greater transparency into the content and context of their advertisements on the Threads platform.

The expansion aims to offer independent verification, enabling brands to assess the contextual relevance of their ads and potentially enhance campaign effectiveness. DV's AI-powered Universal Content Intelligence engine is central to this function analysing video, image, audio, speech, and text to ensure accurate content classification.

The initiative includes proprietary technology for AI-powered classification and comprehensive media quality measurement across Meta platforms. Additionally, it offers independent third-party verification, a feature that DV highlights as essential for advertisers seeking reliable insights.

Advertisers can access the measurement data and insights through DV Pinnacle, the company's unified service and analytics platform. This platform is designed to provide a consolidated view of media performance, offering actionable insights to advertisers.

DV's brand suitability monitoring is now globally available on the Threads feed. The company plans to introduce fraud and viewability measurement capabilities in the future, although specific timelines have not been disclosed.

Mark Zagorski, CEO of DoubleVerify said, "As advertising evolves across emerging platforms like Threads, independent verification is critical to building trust and driving performance."

He added, "With this expansion, DV ensures that global brands have the transparency, confidence, and actionable insights they need to maximise the impact of their campaigns across Meta."