DoubleVerify launches AI brand safety tools on Threads

DoubleVerify has launched AI-powered pre-screen content controls for advertising on Meta's Threads feed, expanding the tools available to brands seeking greater oversight of where digital advertisements appear.

The new controls allow advertisers to avoid content they consider unsuitable before advertisements are served. The move extends DoubleVerify's existing brand suitability and measurement capabilities on Threads.

The company said the latest controls work alongside post-bid brand suitability measurement introduced for Threads in October 2025. The combined approach gives advertisers tools to both prevent placements in unsuitable environments and assess where ads ultimately appeared.

Under the system, pre-screen controls assess content before ad impressions are transacted. Post-bid measurement reviews delivered impressions to determine whether placements aligned with advertiser-defined standards.

"Advertisers expect more control over the environments where their advertising appears," said Mark Zagorski, Chief Executive Officer, DoubleVerify. "With AI-powered content-level controls on Threads, we're helping brands better align ads with content that meets their standards while driving stronger performance and measurable outcomes."

Content controls

DoubleVerify said the pre-screen system automatically identifies and avoids content that falls under the company's Brand Risk Floor and Brand Suitability Tiers.

Advertisers can also apply more specific content exclusions through 30 additional avoidance categories. These include categories such as Youth Entertainment and Gambling.

The company said the controls update automatically every hour without manual intervention. The system is designed to continuously reassess content as material on Threads changes over time.

The launch reflects growing advertiser focus on brand safety and suitability across social media platforms. Large advertisers increasingly seek tools that allow more granular placement decisions as user-generated content environments expand.

AI engine

The controls are powered by DV Universal Content Intelligence, DoubleVerify's AI-based classification engine.

The technology analyses video, image, audio and text signals to classify content across digital environments.

For video analysis, the system reviews content frame by frame and uses key frame extraction to reduce duplicate visual analysis. DoubleVerify said this process is intended to improve processing efficiency while maintaining classification accuracy.

The company uses the technology as part of its broader Media AdVantage Platform, which combines media verification, campaign optimisation and performance measurement tools.

Platform focus

Meta's Threads platform has become a growing area of interest for advertisers as the social network expands its advertising capabilities.

DoubleVerify's latest rollout gives advertisers additional controls at the content level rather than limiting decisions to account or publisher-level settings.

The company said the tools are intended to improve transparency around ad placements and help advertisers maintain alignment with internal brand standards.

Brand suitability technology has become a larger segment of the digital advertising market as marketers seek more detailed controls over placements across social platforms, video services and open web environments.

"Advertisers expect more control over the environments where their advertising appears," said Zagorski. "With AI-powered content-level controls on Threads, we're helping brands better align ads with content that meets their standards while driving stronger performance and measurable outcomes."