Leveraging DoubleVerify's Authentic Brand Suitability technology, Lexus enhanced its brand protection while minimizing manual processes for increased efficiency
NEW YORK – February 27, 2024 – DoubleVerify ("DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today revealed impressive results in enhancing Lexus' advertising campaign quality and efficiency. Utilizing DV’s Authentic Brand Suitability (ABS) solution and AI-powered content classification, Lexus streamlined its previously manual, fragmented brand safety and suitability management, creating a unified source of truth that enhances operations and protects brand equity.
Historically, maintaining Lexus' brand suitability profiles was labor-intensive. Lexus' ad agency, Team One, manually curated over 10,000 exclusion URLs and 1,500 exceptions across both tier 1 national and tier 2 regional campaigns.
"Relying on manual updates and maintenance drains resources, can unnecessarily limit reach and expose brands to reputation risk,” said Mark Zagorski, CEO, DoubleVerify. "In our complex media landscape, filled with a growing number of channels, partners and platforms, streamlined control and leveraging a single brand safety currency across all platforms is increasingly critical.”
Seeking a solution, Lexus and Team One collaborated with DV to build a single brand suitability profile that could be leveraged across campaigns, without compromising scale. Lexus and Team One began deploying ABS to establish an automated, centralized brand suitability and fraud profile that could be applied across platforms and partners.
Introduced in 2018, DV’s Authentic Brand Suitability is a solution that enables advertisers to automatically apply a centralized set of brand safety, suitability and fraud avoidance controls across multiple programmatic buying platforms. With over 90 avoidance settings and classification support for more than 40 languages, it stands as the market's most advanced solution, offering enhanced protection while driving significant gains in performance and operational efficiency.
By implementing ABS, Lexus and Team One succeeded in aligning publisher content with Lexus' brand suitability criteria across all 90-plus available brand safety and suitability settings. This not only streamlined operations but also bolstered brand protections.
The results also pointed to stronger campaign performance. Lexus and Team One saw a notable increase in site traffic and significant reductions in block rates, which decreased by nearly half in the first month alone. Video viewability also improved dramatically, rising from below 75% to above 90% for video and exceeding 80% for display viewability.
"ABS implementation allowed Lexus and Team One to protect the brand while increasing efficiencies and reducing manual intervention,” said Lisa McQueen, Media Manager, Lexus. "Media waste decreased notably, improving efficiency of driving site traffic by 3.5x.”
"We are raising the bar in the digital media measurement and verification space by leading on innovation and AI,” added Zagorski. "Our work with Lexus and Team One exemplifies our commitment to leveraging innovation to drive superior advertising outcomes, safeguard brand equity, and streamline processes.”
For further details on how Lexus and Team One leveraged DoubleVerify's ABS technology, click here.
About DoubleVerify
DoubleVerify ("DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, we make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com.
