"Advertisers are focused on maximising campaign performance while ensuring that their ads appear within suitable environments that align with their brand," said Mark Zagorski, CEO of DoubleVerify. "By expanding DV's brand suitability solutions to identify low-quality, AI-generated content, we're empowering advertisers to stay ahead in a rapidly evolving ecosystem."
DV uses a nuanced approach to classify websites within its GenAI Websites category. The company evaluates sites and subdomains predominantly exhibiting AI-generated, low-quality content with minimal human oversight. Poor quality signals include repetitive cookie-cutter formats, chatbot-generated text within articles, placeholder content, and other markers that may concern advertisers.
According to DV's 2024 Global Insights Trends Report, 54% of marketers believe that generative artificial intelligence negatively impacts media quality. DV has identified numerous long-tail websites that leverage GenAI tools to churn out low-quality content, often rife with errors, editorial inconsistencies, and plagiarism.
Powered by proprietary detection technology that combines AI-driven analysis with human expertise, DV's GenAI solution ensures precision in identifying and categorising low-quality content. Importantly, websites that use generative AI responsibly and maintain reasonable quality standards are not categorised, allowing advertisers to invest in quality media.
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