Mindshare MENA, a WPP brand, and du said a digital media quality initiative using DoubleVerify technology reduced media block rates and improved advertising viewability across 1.6 billion impressions in 2025.
The companies said the initiative deepened the use of DoubleVerify’s media effectiveness platform to strengthen brand safety, fraud prevention and media quality standards across du’s digital ecosystem.
Mindshare said the project reflected WPP Media’s strategy of integrating data, technology and AI-enabled systems through WPP Open to improve measurable marketing performance.
Companies Tightened Verification, Monitoring Standards During Campaigns
The companies said they expanded their use of DoubleVerify’s verification capabilities after identifying opportunities to improve how campaign insights were applied across media buying and optimization.
Mindshare implemented a structured verification strategy using DoubleVerify benchmarks for brand suitability, viewability and fraud prevention.
Metrics were integrated into weekly monitoring processes, with optimization measures introduced when campaigns failed to meet thresholds.
These measures included supplier accountability discussions, exclusion lists, placement refinements and real-time campaign adjustments.
Verification data was also incorporated into supplier evaluations, investment allocation and long-term partner selection decisions.
Mindshare said the approach transformed DoubleVerify from a verification tool into a core part of the campaign’s strategic quality framework.
Campaigns Achieve Higher Viewability, Reduced Blocking Levels
The companies said the strategy produced measurable improvements across du’s digital campaigns in 2025.
Across 1.6 billion measured impressions, digital partners achieved 96% brand suitability, 99% fraud-free delivery and 99% in-geo accuracy, while social platforms maintained an average brand suitability rate of 97%.
Media block rates declined to between 3% and 4% in fiscal 2025, compared with 10% in fiscal 2024.
Open Web display viewability reached 84%, exceeding the 63% benchmark, while YouTube viewability improved 12% from 2024 levels.
Layal Hassi, media lead at du, said DoubleVerify had delivered strong brand safety and suitability performance over the past year while helping optimize campaign quality metrics.
“Our partnership with Mindshare and DoubleVerify continues to be a strong and collaborative one. Together, we’re driving smarter, safer, and more accountable digital investment,” Hassi said in a statement.
Abdallah Safieddine, managing director of Mindshare UAE and Qatar, said integrating DoubleVerify into core processes helped improve accountability and media performance.
“This is the future of media that we are building at WPP Media,” Safieddine said.
