Mindshare MENA, a WPP Media brand, has partnered with UAE telecom provider du to enhance digital media quality, brand safety, and campaign effectiveness across the brand’s advertising ecosystem. The collaboration has delivered significant improvements in media efficiency, including a major reduction in media block rates and stronger viewability performance across 1.6 billion impressions in 2025.
The initiative highlights WPP Media’s integrated and data-led approach, combining technology, strategy and AI-enabled solutions through WPP Open to improve media accountability and deliver measurable business outcomes.
As digital advertising standards around brand safety and media quality continue to evolve, du and Mindshare identified an opportunity to strengthen how DoubleVerify’s verification and optimisation tools were being utilised. While the platform had already been implemented, the teams focused on creating a more structured and proactive framework to improve media quality at scale.
Mindshare expanded the use of DoubleVerify’s media effectiveness capabilities by embedding performance benchmarks around fraud prevention, brand suitability and viewability directly into campaign monitoring and optimisation processes. The agency also integrated verification insights into media buying strategies, supplier assessments and investment decisions.
Campaigns were continuously monitored through weekly reviews, allowing teams to make rapid optimisation changes whenever quality thresholds were not achieved. This included refining placements, updating exclusion lists, improving supplier accountability and adjusting campaigns in real time.
The enhanced strategy generated measurable gains across du’s digital campaigns during 2025. Across 1.6 billion measured impressions, campaigns achieved 96% brand suitability, 99% fraud-free delivery and 99% in-geo accuracy. Social media activity maintained an average brand suitability rate of 97%.
One of the most notable improvements was the reduction in block rates, which declined to between 3% and 4% in FY2025, compared to 10% in FY2024. Open Web display viewability also reached 84%, significantly above the industry benchmark of 63%, while YouTube viewability improved by 12% year-on-year.
Layal Hassi, Media Lead at du, commented: “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. 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.”
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. 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.”
