Case Study: Major Programmatic Partner Company achieves 67% lower block rate and 14% more delivered impressions with DoubleVerify's Authentic Brand Safety targeting

Authentic Brand Safety Targeting Decreased Overall Block Rate for Clients by 67% on a Major Programmatic Partner

Major Programmatic Partner Company was experiencing unusually high post-bid block rates—nearly a fifth of purchased inventory was being blocked—mostly due to content and keyword avoidance (e.g., Weapons, Violence, “DWI”, “Hurricane Dorian”). To reduce wasted spend and improve reach, they worked with DoubleVerify and its Authentic Brand Safety targeting to better align pre-bid targeting with post-bid measurement across their programmatic buying.

DoubleVerify implemented Authentic Brand Safety targeting across four advertisers and six campaigns, centralizing brand-safety controls and automatically syncing pre- and post-bid settings. The result: overall block rates fell 67%, delivered impressions increased 14% (saving ~2.5 million impressions per month), keyword and category avoidance blocks dropped roughly 78–80%, and eCPM declined an estimated 13%.