Mindshare MENA, A WPP Media Brand, in partnership with du, one of UAE’s leading telecommunication providers, has revealed the results of a strategic initiative to enhance digital media quality and brand safety.
By deepening its use of DoubleVerify’s (DV) comprehensive media effectiveness solution, the partnership achieved a significant reduction in media block rates, enhanced viewability and maintained exceptionally high brand suitability across 1.6 billion impressions in 2025.
Layal Hassi, Media Lead at du, said, “DoubleVerify has consistently delivered excellent brand safety and suitability performance for the past year, giving us the confidence that our campaigns run in environments aligned with our values.
Hassi added, “Their ability to track and optimise against key quality metrics has been instrumental in elevating our media effectiveness. 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.”
The challenge
As brand safety and media quality became increasingly critical within du’s digital ecosystem, the agency recognised the opportunity to deepen its strategic use of DoubleVerify’s comprehensive media effectiveness capabilities.
While DV was already implemented across platforms, there was an opportunity to further strengthen how its insights were leveraged to maximise media quality and efficiency.
Although impression volumes remained strong, ensuring consistent alignment with strict brand suitability and quality standards at scale required a more proactive and structured approach, prompting us to enhance its verification strategy and optimisation.
The strategic solution
To unlock the full value of the partnership, Mindshare deepened its use of DoubleVerify’s platform, implementing a structured verification strategy.
Mindshare leveraged DoubleVerify’s existing performance benchmarks across brand suitability, viewability, and fraud, initially aligning with industry standards and then progressively tightening them based on real-time campaign performance.
DoubleVerify metrics were embedded into weekly monitoring processes, with immediate optimisation actions implemented when thresholds were not met. This included supplier accountability discussions, exclusion lists, placement refinements, and real-time campaign adjustments.
Verification insights were also integrated into strategic buying decisions, directly informing supplier evaluations, investment allocation, and long-term partner selection.
This approach elevated DoubleVerify’s role from a vital verification tool to a core component of the campaign’s strategic quality framework.
Abdallah Safieddine, Managing Director of Mindshare UAE and Qatar, added, “This success story with du is a testament to the WPP Media philosophy. It’s not just about using technology; it’s about integrating it into a strategic framework that drives accountability and real performance gains.”
Safieddine added, “By embedding DoubleVerify into our core processes and connecting these insights through our integrated systems, we move beyond simple reporting to actively shape a more efficient and effective media ecosystem for our clients. This is the future of media that we are building at WPP Media.”
Measurable impact
This enhanced verification strategy delivered measurable improvements across du’s digital ecosystem in 2025.
Across 1.6 billion measured impressions, digital partners achieved 96 per cent brand suitability, 99 per cent fraud-free delivery, and 99 per cent in-geo accuracy. Social platforms maintained an average brand suitability rate of 97 per cent.
Most notably, the block rate was significantly reduced year-on-year, closing the financial year 2025 (FY2025) at 3–4 per cent compared with 10 per cent in FY2024, reflecting stronger exclusion controls and proactive monitoring.
Viewability performance strengthened, with Open Web display closing at 84 per cent (well above the 63 per cent benchmark), and YouTube viewability improving by +12 per cent versus 2024.
These improvements demonstrate the impact of embedding DoubleVerify into weekly optimisation cycles, supplier accountability frameworks, and strategic buying decisions, deepening the role of verification as a key driver of performance and quality.
