A new software solution for detecting artificially generated content in digital advertising was announced yesterday, December 9, 2024, by DoubleVerify (NYSE: DV), according to a Business Wire press release. The technology aims to help advertisers identify and avoid low-quality content created by generative AI tools.
According to DoubleVerify's 2024 Global Insights Trends Report, 54% of marketing professionals have expressed concerns about generative artificial intelligence having negative effects on media quality standards. This data highlights growing industry apprehension about the proliferation of AI-generated content across digital channels.
The software platform employs a classification system to evaluate websites and subdomains that predominantly feature AI-generated content with minimal human oversight. The technology specifically looks for indicators of poor quality, including repetitive formatting patterns, text generated by chatbots within articles, and placeholder content that could potentially impact brand safety.
Mark Zagorski, CEO of DoubleVerify, noted the focus on maintaining suitable advertising environments while maximizing campaign effectiveness. "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," Zagorski stated.
The detection system combines artificial intelligence analysis with human expertise to ensure precise identification and categorization of content. An important distinction in the approach is that websites utilizing generative AI in a responsible manner while maintaining quality standards are not flagged by the system, allowing for a balanced approach to reach and suitability metrics.
Technical implementation of the solution operates on both pre-bid and post-bid levels. The pre-bid protection mechanism evaluates content before impression transactions occur, while post-bid measurement analyzes content after impression purchases. This dual-layered approach provides comprehensive media authentication and helps optimize future campaign planning and investment decisions.
The solution has been integrated into the company's brand suitability profile system, enabling automatic post-bid monitoring. Additionally, advertisers can implement pre-bid avoidance measures through DV Authentic Brand Suitability across major demand-side platforms (DSPs).
A key technical feature of the implementation is its category-based approach, which eliminates the need for manual maintenance of inclusion and exclusion lists. This automation helps advertisers adapt to the increasing volume of AI-generated content across digital channels.
Currently, the GenAI classification capabilities are limited to English-language content, though the company has indicated plans for expansion into additional languages. This limitation reflects the complexities involved in detecting AI-generated content across different linguistic contexts.
The development comes at a time when the digital advertising industry faces increasing challenges in maintaining content quality standards amidst the rapid adoption of generative AI tools. The proliferation of AI content creation has led to concerns about editorial consistency, accuracy, and originality in digital publishing.
The solution's launch reflects broader industry efforts to establish quality control measures in digital advertising as AI content generation becomes more prevalent. By providing automated tools for content evaluation, the technology aims to help maintain advertising standards while adapting to changing content creation practices.
For technical implementation, advertisers can enable the solution through existing brand suitability profiles and utilize it across major advertising platforms. The system's integration with leading DSPs allows for seamless implementation within existing digital advertising workflows.
The announcement represents a significant development in the ongoing industry response to AI-generated content, providing concrete tools for advertisers to navigate the changing digital media landscape while maintaining brand safety standards.