DoubleVerify (DV), the leading software platform for digital media measurement, data, and analytics, has launched its innovative Generative Artificial Intelligence (GenAI) Website Avoidance & Detection solution. This tool addresses the growing concern over the impact of low-quality, AI-generated content on brand reputation. With the rise of generative AI, many advertisers are facing risks related to poorly created content that harms their brand image.

1. The Need for GenAI Website Avoidance

   • According to DV's 2024 Global Insights Trends Report, 54% of marketers believe that generative AI negatively impacts media quality.
   • Low-quality AI-generated content is prevalent across many websites, often riddled with errors, inconsistencies, and plagiarism.
   • Advertisers are at risk of having their ads appear on these sites, undermining their brand integrity.

2. How DV’s GenAI Solution Works

   • The solution allows advertisers to enable post-bid monitoring within their brand suitability profile, ensuring ad placement on high-quality, human-reviewed content.
   • The pre-bid avoidance feature ensures that ads do not appear on websites with low-quality AI-generated content, utilizing DV Authentic Brand Suitability across leading DSPs.

3. Classifying Low-Quality, AI-Generated Content

   • DV uses a nuanced approach to classify websites showing predominantly AI-generated, low-quality content with minimal human oversight.
   • Websites with repetitive formats, chatbot-generated text, and placeholder content are flagged to ensure brands avoid such environments.

4. Combining AI and Human Expertise for Precision

   • The GenAI solution combines AI-driven analysis with human expertise to ensure accurate detection of low-quality content.
   • Websites that responsibly use generative AI and maintain acceptable quality standards are not categorized, offering a balanced approach for advertisers.

5. Streamlined Activation and Dynamic Updates

   • The solution simplifies activation and ensures continuous updates, minimizing manual efforts in managing inclusion and exclusion lists.
   • This dynamic approach helps advertisers stay ahead of the growing landscape of low-quality, AI-generated content.

6. Pre-Bid and Post-Bid Protection for Comprehensive Media Strategy

   • Pre-bid protection evaluates content before impressions are purchased, ensuring ads are delivered to suitable environments.
   • Post-bid measurement evaluates content after impressions are bought, helping brands assess the effectiveness of their ad placements and optimize future campaigns.

With the introduction of its GenAI Website Avoidance & Detection solution, DoubleVerify empowers advertisers to protect their brand reputation in an era dominated by generative AI. By combining advanced AI technologies with human oversight, DV’s solution offers a comprehensive strategy to ensure high-quality ad placements across the digital ecosystem.