Browsing Tag

Brand Safety

DoubleVerify Unveils Expanded Brand Safety & Brand Suitability Integration with Facebook

DV now offers a comprehensive third-party brand suitability solution to clients buying on Facebook and Instagram DoubleVerify ("DV"), a leading software platform for digital media measurement, data and analytics, today announced an expanded brand safety and suitability integration with Facebook, extending verification to new premium inventory channels such as Facebook In-Stream Reserve, while providing new tools to boost control and efficiency. With the expansion, DV now offers comprehensive brand measurement solutions on…

IAB Tech Lab Releases New Buy-Side Transparency Specifications For Public Comment

IAB Tech Lab, the digital advertising technical standards-setting body, released buyers.json and DemandChain Object specifications for a 30-day public comment period, which begins today and lasts until April 30, 2021. Over the past several years, Tech Lab has developed technology standards and best practices to provide transparency and brand safety from sellers to buyers, including ads.txt (Authorized Digital Sellers, for publishers to declare who sells their inventory) and sellers.json (for supply-side platforms / exchanges…

Zefr Appoints Kristi Argyilan to Board of Directors

SVP of Brand Innovation at Bed, Bath and Beyond and former Target executive will serve as Zefr’s latest board member. Zefr, the leading contextual data company for brand safety and brand suitability solutions in video, announced the appointment of Kristi Argyilan to its board of directors. Kristi brings a wealth of leadership experience at the intersection of data, video and measurement technology. Kristi most recently joined Bed Bath & Beyond as SVP of Brand Innovation to lead the innovation arm of the BBBY Brand…

Using the Quadratic Formula for Your Ad Campaigns

“Why do we need to know the quadratic formula, Dad, do you use it in your job?”, ask my children as I urge them to do their homework. The answer is (obviously) a big NO, but let’s keep that between us. To be fair, their query is not unreasonable: data is core to ad tech, involving a litany of numbers and calculations. However, the ‘D-word’ is often misunderstood in advertising conversations. When mentioned, the word immediately elicits thoughts of PII or cookies related to a user’s browser activity or search history.…

AzerionOne Teams up With Oracle to Strengthen Brand Safety and Viewability Capabilities

AzerionOne, a pioneering all-in-one programmatic platform for publishers and advertisers in Europe, announced a collaboration with Oracle Moat and Oracle Contextual Intelligence. The programmatic platform, managing more than 1.6 trillion transactions per month and reaching more than 500 million users, has placed topics like contextual relevance, brand safety, and media performance at the core of its commitment. With this collaboration, AzerionOne takes a new important step in bringing high-quality advertising experiences,…

TechBytes with Guy Books, VP Product at GeoEdge

Tell me about the AdWatch offering you just announced? In the fast-paced world of real-time programmatic advertising, when ads are sold and placed to the right user in a fraction of a second, it’s important to be able to slow down and view the actual ad. AdWatch enables viewing each ad and upholding brand safety protection while providing complete transparency and control to ensure that the publisher’s standards are met and that the ads don’t include unpleasant visuals, IP infringements, or counterfeit goods. Now,…

Over 3000 Brands Protected by White Bullet’s Newly Launched Platform

Take-up of the new solution IPIP reflects the fact that dynamic piracy detection remains an urgent issue for brands and rights owners White Bullet announces that it has already helped to stop 44 million dollars of ad spend from funding online piracy by collaborating with brands, advertisers, regulators and rights owners. Its recently launched Intellectual Property Infringement Platform (IPIP) - designed to make the job of detecting digital piracy more straightforward - is now being used by clients such as the City of London…

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…