Google owned DoubleClick has just released 8 updates in its verification product for meeting concerns regarding brand safety and providing more control to advertisers as regards the place where their ads are displayed online.

Here’s a brief overview of the features being emphasized and showed by Google.

Ad Blocking

Many features center around ad blocking. Advertisers can make additional to pre-established set of exclusion lists (for instance, political, adult, violence and so on). The advertisers can also make their own custom categories now. These are referred to as Custom classifiers and they pertain to content alongside which they do not want their ads to be displayed. For instance, a luxury bus may take out content that contains the part about accidents and bus related emergencies to avoid being advertised next to stories of a bus crash. On both reservation as well as programmatic buys via display, mobile web and video inventory, ad serving can now be blocked. This does not include in-app however.

Spam Filtering

Google has updated spam filtering as well as fraud protection featured. This is partly powered by its acquisition of fraud monitoring cum analysis firm Around 100 engineers at Google are currently working on fraud detection. Google has provided updates to the spam filtering piece of DoubleClick Verification with pre as well as post bid filtering capabilities. Content Founded on Movie Like Ratings should be Targeted

Google has also put a digital ratings classification system similar to movie ratings in place. Bids can be placed on inventory based on the following rating labels:

  • DL-G is content meant for general audiences
  • DL-PG is equal to PG movie ratings
  • DL-T is similar to PG-13
  • DL-MA is suited for adult audiences

These new Digital Content Labels can be applied to ratings on inventory on DoubleClick, AdMob, GDN plus YouTube.


Navneet Kaushal is the Editor-in-Chief of PageTraffic Buzz. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet is also the CEO of SEO Services company PageTraffic which is one of the leading search marketing company in Asia.