“Sociable” is the most recent commentary on essential social media developments and trends from industry expert Andrew Hutchinson of Social Media Today.
As a newly listed public entity, Reddit continues to expand its business foundations, including by announcing a partnership with digital analytics provider DoubleVerify to offer Brand Safety and Suitability measurement options for ad partners.
DoubleVerify, which provides third-party assurance for many social apps, will now give you the option to offer insight into Reddit ad placement, using the industry standard GARM framework for brand safety and suitability.
As per Reddit:
“Once DoubleVerify starts reporting on an advertiser’s activity, they will hone their Brand Safety and Suitability controls on Reddit based on the info they’re seeing. DoubleVerify provides detailed insights and incident reporting inside DV Pinnacle®, their unified service and analytics platform, allowing brands to leverage keywords from post text and subreddits related to flagged posts inside Negative Keyword Exclusions or Reddit Community Exclusions.”
The option will essentially provide more assurance for brands that their promotions are usually not being displayed next to offensive content within the app.
But however, I’m not entirely sure about a number of the metrics.
Within the announcement, Reddit notes that:
“Based on initial testing across plenty of campaigns, >99% of impressions measured by D.V. appeared adjoining to content that was deemed protected.”
That is clearly an excellent high number, and super impressive for Reddit on this context. But DoubleVerify also recently reported that greater than 99% of measured impressions on X also appeared “adjoining to content that was deemed protected in accordance with the GARM brand safety floor criteria.”
That’s despite many third-party reports suggesting that X’s ads are being shown alongside harmful content.
So where’s the discrepancy?
Well, essentially the most significant issue would look like DoubleVerify’s methodology for reporting at platform level, which is seemingly not far more than a mirrored image of every app’s own reporting on brand safety.
As recently reported by Business Insider:
“Unlike on the open web, verifiers haven’t got a direct line of access to crawl the so-called walled gardens reminiscent of Meta, YouTube, and X. That leaves open the likelihood that tech platforms can cherry-pick the info for the likes of DoubleVerify and Integral Ad Science to rubber stamp, experts have said.”
So, in effect, that 99% stat may not mean a heck of rather a lot, but DoubleVerify does offer confirmation of placement for specific campaigns, which is probably going more indicative of actual performance.
I believe. In all truthfully, the complexities of this reporting are all a bit vague.
Like, that is how DoubleVerify explains its process:
“We use geometric methodology to validate viewability, supporting each IAB and custom brand-measurement thresholds. For mobile app environments, DV’s solution leverages each certified MRAID and the Open Measurement SDK, enabling us to measure as much as 95% of all eligible mobile inventory.”
Yeah, I’m not entirely sure what all of this implies, but essentially, DoubleVerify will now give you the option to supply additional assurance that your ads are being displayed in protected environments on Reddit, inside the limits of its reporting tools.
And that’s beneficial, and will assist in protecting your brand, but I wouldn’t necessarily be taking that 99% figure as gospel.
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