Case Study: Vodafone UK achieves 52% reduction in ad block rate with DoubleVerify's Authentic Brand Suitability

DV's Authentic Brand Suitability Helped Vodafone UK Improve Media Performance via Adform DSP

Vodafone faced high levels of fraudulent or brand‑unsuitable impressions—measured as a Media Block Rate of 4.14%—while manually blocking poor domains in their DSP. To address this, Vodafone worked with DoubleVerify, implementing DoubleVerify’s pre‑bid solutions, including Authentic Brand Suitability (ABS), alongside their Adform DSP setup.

By enabling DoubleVerify’s ABS through Adform, Vodafone centralized brand safety, suitability, and fraud controls, aligning pre‑bid targeting with post‑bid measurement and blocking across all campaigns. The change cut the average block rate to 1.97% (a 52% decrease), delivered a 2x improvement in workflow efficiency, and reduced media waste by 2.177 percentage points.

Vodafone

Olly Higgs

Audience Specialist