DoubleVerify is one of the world's leading independent providers of ad verification, which has just announced an expanded partnership with Snapchat. The new partnership will mean Snapchat will enable DoubleVerify to offer brand safety and suitability measurement for Snapchat campaigns.

DoubleVerify measurement for brand safety and suitability tells you when your ad's being placed on platforms and if it's actually being displayed next to objectionable content. That provides a little extra peace of mind around brand placement for brands, while also ensuring that those platforms are upholding the standards they set for their own ad placement.

DoubleVerify says:

"With this launch, global advertisers can immediately authenticate campaign quality and safeguard brand reputation on Snap's engaging, user-generated platform […] DV's advanced AI-driven classification technology enables advertisers to positively align their brand promotion with relevant and appropriate content by maximizing transparency, effectiveness, and confidence in their digital investments."

So you can sleep soundly with your Snap ads not appearing alongside obscene or otherwise objectionable content by parameters set.

Snapchat's new update builds on its existing partnership with DoubleVerify, the latter providing ad viewability and fraud verification for campaigns on the former. Snapchat also provides tagless integration for customers of DoubleVerify that allow for tracking on particular ad sets without special URLs or UTMs.
This is the latest in Snapchat's broader effort to improve its ad options, which also included Snap adding brand safety and suitability measurement from Integral Ad Science, back in June.

Snap wants to attract more advertisers -- specifically SMBs -- to help it cash in on its reach in the U.S. and EU, two of the platform's most profitable markets.

And it needs to maximize its opportunities where it can because its audience growth in both regions has slowed significantly.
That still means Snap has more opportunity in other regions. But as it works to build out its ad business, it needs to build on its core markets to solidify its foundations.
Third-party verification adds another layer to this and could help Snap win more ad investment.