Software platform for digital media measurement, data, and analytics DoubleVerify (DV) , is stepping up its fight against harmful and illegal content online through a powerful new alliance with the Internet Watch Foundation (IWF). This partnership marks a major move in DV’s mission to keep digital advertising clean, safe, and free from exploitative material, especially Child Sexual Abuse Material (CSAM).
The IWF, a globally recognized nonprofit, is leading the charge in identifying and removing CSAM from the Internet. By teaming up, DV and IWF aim to close the pathways that allow this content to generate ad revenue, ensuring that advertising dollars never fuel illegal activity.
“DoubleVerify is setting the standard for how adtech companies can lead in preventing the monetization of CSAM,” said Derek Ray-Hill, CEO of IWF. “Together, we can move faster and more effectively to protect children online.”
Mark Zagorski, CEO of DoubleVerify, added: “The fight against harmful content isn’t just a checkbox—it’s a continuous, collective effort. Collaborating across the ecosystem with advertisers, platforms, publishers, and law enforcement allows us to make real progress in keeping digital advertising responsible and safe.”
Taking action: New tools and expanding safeguards
DV has already rolled out a series of measures to disrupt the monetization of CSAM online:
- P2P Sharing and Streaming Avoidance Category: DV introduced a dedicated category that blocks ads from appearing on peer-to-peer sharing or streaming platforms, which are often misused to distribute illegal content. This feature is active by default and includes both pre-bid blocking and post-bid monitoring across web and mobile.
- “Highly Illicit: Do Not Monetize” Content Category: This advanced safeguard flags domains associated with CSAM or other criminal content—based on data from third-party organizations like the National Center for Missing & Exploited Children (NCMEC). Available at no cost to all platforms (DV clients or not), this dynamic tool has already been adopted by nearly 30 platforms and is powered by industry collaboration and law enforcement insight.
Now, with the integration of IWF’s comprehensive CSAM URL List into its “Do Not Monetize” category, DV is doubling down on its commitment. In 2024, the IWF recorded the highest number of detected webpages containing CSAM in its 29-year history, underlining the urgency of this joint mission.
What’s next: Scaling detection and reporting
Looking forward, DV and IWF will work closely to enhance the detection, verification, and removal of harmful content. DV will actively flag suspected CSAM for the IWF to assess and report to the appropriate authorities. This cooperative model ensures faster takedowns and broader international coverage, thanks to IWF’s partnerships with global organizations including NCMEC and agencies across Europe and Africa.
This effort is part of DV’s larger strategy to foster a safer digital environment, especially for children. As governments and industry leaders push for stronger protections online, DV is taking proactive steps to ensure that the digital advertising ecosystem does not support or profit from exploitative material.
Additionally, DV is working with advanced third-party tech providers to automate the detection of illicit content—adding another layer of protection for advertisers and the public.
Bottom line: With its expanded tools, key partnerships, and a proactive approach, DoubleVerify is sending a clear message: harmful content has no place in digital advertising.