YouTube and third-party measurement provider DoubleVerify are bringing brand safety to the forefront through an extended global partnership with the goal of boosting campaign success for advertisers on the platform.

DoubleVerify provides safety and suitability measurements for campaigns on YouTube, a move that aims to provide increased transparency to brands.

Through the initiative, advertisers will receive insights into the suitability of media their video campaigns are running against, as well as monitoring on over 20 categories that may negatively affect a brand – such as violence, hate speech and pornography.

The partnership expands on a 2016 deal the companies entered for viewability and fraud measurement on the platform; the current deal delves more into evaluating the suitability of the media ad buys are placed against.