Browsing Tag

Brand Safety

TechBytes with Amit Shetty, Sr. Director, Product at IAB Tech Lab

Please tell us about your current role and the team/ technology you handle at IAB. I lead the programmatic, anti-fraud, and brand safety initiatives at IAB Tech Lab. What is ads.txt and app adds.txt solution that you recently announced? Could you elaborate on how these work in the CTV / OTT ecosystem? ads.txt (and app-ads.txt) is a transparency mechanism that enables publishers to state the “authorized digital sellers” of their inventory. The recent update IAB Tech Lab released is to better support the additional…

Integral Ad Science Acquires Amino Payments

Further Invests in Ad Verification and Transparency for Programmatic Buying With Total Visibility Integral Ad Science (IAS), the global leader in digital ad verification, announced that it has acquired Amino Payments, a leading provider of programmatic advertising transparency. This acquisition furthers IAS’s commitment to deliver the most comprehensive set of programmatic transparency solutions for marketers, including its popular Total Visibility product which provides insight into digital media quality and corresponding…

TechBytes with Jay Prasad, Chief Strategy Officer at LiveRamp TV

Hi Jay, please tell us about your current role and the technology you handle at LiveRamp. As the Chief Strategy Officer for LiveRamp TV, I am tasked with the role of executing strategic and revenue partnerships that accelerate the industry's move to scale liquidity in cross-screen marketing and outcome-based measurement. As the lines between TV, streaming and digital advertising continue to blur, the industry is in dire need of a neutral, scalable platform that can unify marketers, agencies, programmers and distributors…

Blockchain’s Role in Disrupting a Data-Driven Marketing Ecosystem

When it comes to data, today’s world is one of abundance—where everything from a consumer’s browsing history to their foot traffic and location could give brands a window into who they are as people, their behaviors, and their preferences. Amid rapid technological advances, the last decade alone has seen the emergence of novel customer channels and opened the path towards previously inaccessible markets—not only in terms of geography, but also in terms of mediums—be it mobile, web, or social media. Now, we’ve reached the…

DoubleVerify Expands Partnership with Twitter to Provide Brand Safety and Suitability Verification

DV’s partnership will provide transparency into brand alignment with user-generated content on Twitter DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, announced a new partnership with Twitter to help advertisers measure and report on brand safety and suitability. Independent, third-party brand safety measurement in an in-feed, user-generated content environment represents a major milestone on the path to full transparency that covers all buying platforms. Marketing…

Time to Think Again: Lower Funnel Doesn’t Mean Lower Quality

Did you know that performance advertisers sacrifice quality in exchange for better mid to lower funnel results? At the beginning of the pandemic, brands reduced advertising spend drastically. In May, 52% of marketers at large multinational companies said they would hold back on ad spend for up to six months or more as the pandemic rolled on. Even though e-commerce saw a huge spike, brands curtailed spend in digital advertising regardless. Additionally, both brand and performance advertising saw equal levels of reduced…

Why Do we Need CTV Demand Side Platform (DSP)?

55.1 million users are expected to cut cords by 2022 which opens new doors for advertisers. According to Steelhouse's forecasts, ad spend on CTV will hit $20 billion this year. Now, the task for advertisers is to start a conversation with viewers on CTV. But how? The answer lies in three letters: DSP. An Ideal DSP for CTV A demand-side platform is arguably one of the most complete solutions to buy traffic on CTV for both direct advertisers and agencies for its safety, transparency, and reliability. The trick is to choose…

Criteo Integrates with Oracle Data Cloud

Criteo S.A., the global technology company powering the world's marketers with trusted and impactful advertising, announced an integration with Oracle Data Cloud to strengthen its existing brand safety offering. Criteo's AI Engine, a predictive bidding tool, is now integrated with Oracle Contextual Intelligence, a solution providing real-time content review and classification pre-bid to clients across brand-suitable categories. Marketing Technology News: Klaviyo Raises $200 Million in Series C Funding Brand safety…

Study Shows 90% Less Fraud in TAG Certified Channels in U.S.

New Data from The 614 Group Shows Record-Low IVT Rates in TAG Certified Channels; CTV Fraud Rate in TAG Channels at Just 0.6% The Trustworthy Accountability Group (TAG), the world's leading program to fight criminal activity and protect brand safety in digital advertising, released its 2020 US fraud benchmark study, showed a dramatic 90% reduction of ad fraud in TAG Certified distribution channels. Conducted by The 614 Group, the study found an IVT rate of just 1.05% across TAG Certified channels, compared to the industry…

DoubleVerify Partners with TabMo To Power Media Quality for European Brand Advertisers

DoubleVerify integrates Fraud, Brand Safety, Contextual, and Viewability capabilities with TabMo’s Hawk DSP platform DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, announced a partnership with Hawk by TabMo, the mobile-first, cross-channel advertising platform, specialising in location-based advertising. The partnership will see TabMo customers gaining integrated access to DV’s pre-bid quality segments, including Fraud, Brand Safety, Contextual and Display Viewability.…

DoubleVerify Partners with TabMo To Power Media Quality for European Brand Advertisers

DoubleVerify integrates Fraud, Brand Safety, Contextual, and Viewability capabilities with TabMo’s Hawk DSP platform DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, announced a partnership with Hawk by TabMo, the mobile-first, cross-channel advertising platform, specialising in device ID-centric advertising. The partnership will see TabMo customers gaining integrated access to DV’s pre-bid quality segments, including Fraud, Brand Safety, Contextual, Video Viewability…

OpenSlate and TikTok Partner to Deliver Brand Safety Solution for Advertisers

Company builds on expertise in content ratings to deliver a brand safe environment for TikTok advertising OpenSlate, the leading provider of content ratings across the world's largest digital platforms, announced a partnership with TikTok, the leading destination for short-form mobile video. OpenSlate and TikTok are offering a third-party verified brand safety solution for TikTok advertising. TikTok is growing at a rapid pace, with more than 100 million American monthly active users. Advertisers are eager to engage -…

Brand Safety Institute Names Louis Jones as Incoming Brand Safety Officer in Residence

Former 4A's/Maxas/Havas Exec Brings Brand-Centric Focus and Deep Practical Experience to Role Advising Other BSOs The Brand Safety Institute (BSI), a nonprofit advertising industry initiative to strengthen the brand safety profession,  announced that longtime agency and 4A's executive Louis Jones will be its next Brand Safety Officer (BSO) in Residence. Jones will become the second person to serve in the six-month role advising other BSOs and helping the organization advance its mission, and he brings an unwavering focus on…

YouTube Select Opens Its Platform For UK Advertisers

YouTube has announced that YouTube Select, the platform’s reimaged content solution, is now available to British advertisers. This would help the UK advertisers to feature their ads in a brand-safe ecosystem. Now for the first time, UK brands will be able to access exclusive creator lineups as well as bespoke content experiences, helping advertisers reach the audiences they want through the content most relevant to their brand. This follows the global launch of YouTube Select earlier in the year. 96% of Online Adults in…

Safety First: The Difficult Task of Staying Brand Safe in 2020

Have you ever analyzed if you are brand safe in 2020? Imagine you’re at a grocery store to pick up apples. You spot a bright red one you like– but directly next to it sits a putrid, rotting apple. Odds are you’re not going to buy the bright red one, just because of its proximity to the rotten one. The same principle applies to the content we see online. With the world seemingly moving at a break-neck pace, brand marketers need to be smart about where their messaging goes – and what content it’s ending up…

Taboola And IAS Partner On Industry-First Brand Safety Solution For Performance Advertisers

Taboola, the world’s leading discovery platform, announced a partnership with Integral Ad Science (IAS), the global leader in digital ad verification, to introduce an industry-first pre-bid brand safety technology for performance advertisers. This is the first-ever integration to directly apply pre-bid brand safety within a native discovery platform. With this integration, performance advertisers have the ability to achieve their marketing goals across Taboola’s large audience of 1.4 billion people each month, while…

Why Contextual Targeting Is Critical for Marketers Navigating the Cookie-Less Future

We’re living in a global paradigm shift, where privacy concerns, coupled with the cookie’s demise, is placing pressure on marketers to deliver more personalised and empathetic campaigns, in brand-safe environments. While this presents many challenges, it also presents many opportunities for marketers to unlock more intelligent contextual targeting tactics. Preparing for a cookie-less future The increasingly privacy-savvy consumer is now rejecting the third-party cookie, with a 2018 report revealing 64% of cookies are…

TechBytes with Travis O’Neil, SVP of Operations at GumGum

Tell us a bit about GumGum. We got our start and still derive the lion’s share of our business in the Digital Advertising industry, but GumGum is, more broadly, a technology company whose core competency is Machine Learning solutions that extract value from text, images, and videos. We currently have both a sports sponsorship valuation business rooted in Computer Vision logo recognition technology, and an advertising business serving contextual targeting and brand safety intelligence solutions along with an array of…

IPG Mediabrands Releases First-of-Its-Kind Media Responsibility Audit of Social Media Platforms

YouTube’s Headstart In Brand Safety Efforts Help Them Top The Audit Rankings\ IPG Mediabrands released its Media Responsibility Audit, the first-of-its-kind, as part of a larger effort aimed at enhancing brand safety and media responsibility in advertising. The social media platform audit was based on the Media Responsibility Principles Mediabrands recently released to the public, which are geared toward protecting brands and the communities that a brand serves, weighing the impact of harmful content, and evaluating the…

Tastemade Selects Gamut To Grow Local OTT Ad Sales For Streaming Network

Tastemade creates and delivers premium lifestyle programming to an engaged, passionate, and global community Gamut and Tastemade are excited to announce that they are amplifying their successful, existing relationship that allows Gamut to bring Tastemade’s highly-coveted OTT audiences to regional and local advertisers across the U.S.  Gamut, a Cox Media Group company, will now have preferred, direct-access to Tastemade’s 24/7 Streaming Network inventory – a channel that features award-winning programming in the categories…