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Brand Safety

To TikTok or Not to TikTok, That Is the Question

As TikTok continues to grow with over 1 billion lifetime installs (of which half are monthly active users), a familiar worry is starting to brew among marketers — the same worry that comes up every time a new platform hits the mainstream — which is if you haven’t already created a Marketing strategy for it that you’re desperately behind the eight ball. Fortunately, that's not supported by the evidence, and if you don’t believe me just ask Jennifer Aniston, who just joined Instagram for the first time and has already…

Follow The Disney Principle: Move From Brand Safety to Consumer Trust

At a recent panel about brand safety, Lisa Valentino EVP, Client & Brand Solutions at Disney provided some great insight about her company’s approach to brand safety; they think about it as building consumer trust. Disney being the company that it is does a very good job of building consumer trust, and they have very strict guidelines to keep it that way. With such a shining example of positive brand building on the panel, the other conversations about brand safety that followed seemed, frankly, too narrow. And that’s…

VAB Expands Marketing And Communications Team

Marianne Vita Promoted to Senior Vice President, Director of Integrated Strategy & Marketing Nellie Chung Joins VAB as Vice President, Marketing & Partnerships VAB, an insights-driven organization transforming the way marketers evaluate media strategies, is expanding its marketing and communications team to amplify its strategic insights and to continue heightening its marketplace visibility. The company, in its mission to empower marketers and support the premium video industry, publishes nearly 50…

Brand Safety Alert: How Toxic is Today’s Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers?

Ad Tech startup tribeOS innovates digital advertising solutions to best combat brand safety risks  Digital threats to brands represent a powder keg of risk with a short, burning fuse that can explode at any moment, costing brands thousands -- maybe even millions of dollars. First, ad fraud theft can steal anywhere from 5% to nearly 50% of an advertiser's total ad spend. Next, pile on brand safety risks that can damage a brand's reputation, sales and future marketplace presence. Welcome to today's problematic reality…

The Future of the Bot and Why Marketers Need to Be Critical of their Own Performance Data

Bot induced losses in ad spend amount to $5.8 billion globally. Though this might seem like a monumental sum, the World Federation of Advertisers (WFA) claims that conflated click volumes will cost businesses as much as $50 billion by 2025. However, compare the $5.8 billion lost in 2018 to the $6.5 billion in 2017 and you might believe that things are improving. As advertising vigilantes try to stem the growth of ad fraud by dismantling bot networks and deploying programmatic networks with built-in fraud prevention…

DoubleVerify Launches Semantic Science Division to Bolster Brand Safety & Performance Solutions

What does “park” mean? Is it a verb or a noun? Is a “crane” construction equipment? Or is it a bird? Is “sex” a physical activity or male/female categorization? Usually, it is the context of how a word is used that conveys the true meaning. In a world full of words, phrases and acronyms with multiple interpretations, it may be challenging for automated systems to determine the correct meaning of online copy and text. There have been significant advances in machine learning and artificial intelligence over the years.…

DMEXCO 2019: How Technologies Help to Promote Trust

Trust is the most important component of every relationship, including the business one. In Marketing and Digital Advertising, where nothing could be referred to as "simple," making internal systems transparent to your customers and partners is the only way to avoid a vicious circle of suspicion. This year DMEXCO was focused on transparency more than on all other subjects, and that’s why "Trust in you" was established as a core motto of the exhibition. Media giants like Microsoft, Facebook, Verizon, and the vast of 1,000…

Protected Media Launches Supply Side Ad Verification to Create Trusted, Fraud Free Connected TV & OTT Marketplaces

In a market first, TV manufacturers, OTT TV channels and TV advertising platforms can now provide demand partners with fraud-free digital CTV ad marketplaces Protected Media, the leading provider of ad fraud detection solutions, announced the launch of its groundbreaking SDK for CTV and OTT.  With the new SDK OTT traffic can be verified at the source for the first time, providing media buyers with clean marketplaces in which to purchase fraud-free, viewable inventory. The SDK is unique as it verifies each impression…

Nielsen and OpenSlate Form Strategic Alliance to Integrate Leading Audience and Brand Safety Measurement for Global Marketers

Answer to Marketers’ Demands for Increased Transparency and Safety in Digital Advertising Nielsen announced it has entered into a strategic alliance with OpenSlate, the leading independent provider of brand safety and content suitability measurement across global digital platforms. This collaboration combines OpenSlate’s expertise with Nielsen’s comprehensive suite of independent, third-party audience measurement offerings. Nielsen will initially bring together OpenSlate’s technology with its Digital Ad Ratings.…

Putting Brand Safety in Context for Digital Publishers

Publishers generally view brand safety as a necessary means to protect their advertisers. Hard news sites and user-generated forums tend to toe the trickiest of lines when it comes to advertiser brand safety. No publisher wants to plant a sign saying "Danger: Beware of Unsafe Content" which inherently scares off a revenue source. But there may be a little bit of not seeing the forest for the trees in the sell-side’s aversion to brand safety technology integrations. I’m not the first person to suggest that publishers might…

Dailymotion Makes Global Investment in Brand Safety

Industry Veteran Grégory Jamet Joins as Dailymotion’s First Global Head of Brand Safety Dailymotion, the Vivendi-owned video platform dedicated to creating a trusted home for premium video content, announced its global efforts to ensure brand safety across its holistic offering for advertisers and publishers. Spearheading these initiatives is Dailymotion’s first-ever Global Head of Brand Safety, Grégory Jamet. In response to the advertising industry’s need for more transparency, Dailymotion has implemented enhanced…

Survey Finds Brand Safety Crisis Can Prompt Consumer Backlash Against Brand

More than 80% of Consumers Say They Would Reduce/Stop Purchases of Products That Advertised Near Extreme or Dangerous Content A new survey of US consumers highlights the significant financial risk to brands from a potential brand safety crisis involving their advertising. Conducted among 1,017 respondents via SurveyMonkey by the Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI), the survey found more than 80 percent of consumers said they would reduce or stop buying a product they regularly purchase…

What Supply Partner Consolidation (SPC) Means for Advertisers

With the rise of advertisers moving to an in-house agency model, largely on the promise of cost reduction, a natural next step is for brands to take control of media Supply Chain investments. By reducing the number of suppliers to a preferred, qualified roster, advertisers stand to gain big savings and performance of the media. In parallel, while navigating the vetting process and negotiating preferred supply partner agreements, advertisers are able to establish standards and expectations at the source. However, as…

The Challenges and Opportunities of Using New Technologies to Protect Brands from Counterfeiting and Brand Abuse

The internet’s continued growth as a distribution platform is creating a new set of challenges around the infringement of intellectual property. From brands who market physical products to individual creatives who rely on their artistic talent, the cannibalizing tendency of the net to share, reshare and adapt means that genuine origins, proper attribution and the authenticity of merchandise can become obscured. In a world where it has become increasingly difficult to say with certainty who created what, some brands are…

ADK, Japan’s Third-Largest ad agency, partners with CHEQ for Brand Safety and Anti-Fraud Prevention

ADK, Japan's third-largest ad agency has chosen military-grade ad-verification firm CHEQ to provide AI-based brand safety, viewability and anti-fraud prevention for its roster of advertisers. In a statement announcing the pilot, the agency said: "We are committed to offering an ad-serving environment that keeps advertisers safe. In order to make the sector more healthy, we have been making huge strides. The services offered by CHEQ, using AI, ensure protection before an ad is served. Marketing Technology News:…

CreatorIQ Announces $12 Million Series B Funding Round By TVC Capital, Affinity Group, And Unilever Ventures For Its Enterprise Creator…

Influencer Marketing Platform of choice for Airbnb, CVS, Dell, Disney, Mattel, Ralph Lauren, Salesforce, Unilever Continues Growth with End-To-End Cloud Solution and Industry Measurement Standards CreatorIQ announced the company has raised $12 million to accelerate growth for its Enterprise Creator Cloud, the software platform that enables AI-powered creator discovery, streamlines end-to-end workflow, ensures brand safety, and drives meaningful measurement for the influencer marketing industry. The Series B round was led…

Nearly Two-Thirds of Advertisers Say Brand Safety Tools Are Not Fit for Purpose

Brand Marketers Say They Would Forgo the Use of Solutions If They Were Not Achieving Adequate Reach Though almost all advertisers are using technology to prevent brand safety incidents, almost two thirds (61 percent) are seriously concerned that such tools are not fit for purpose, according to a new report from military-grade cybersecurity company CHEQ and media publisher Digiday. The survey of 300 brands, agencies and publishers found that 85 percent of brands have used safety technology for more than a year, 11…

IAB Tech Lab Announces Two New Technologies to Build More Transparency & Trust in the Programmatic Supply Chain

sellers.json & OpenRTB SupplyChain Object Specifications Made Available for Public Comment The IAB Technology Laboratory has introduced for public comment two new technical specifications aimed at increasing trust of the digital advertising supply chain, specifically on the supply-side of real-time bidding and programmatic buying. The first new technology, sellers.json, enables buyers to verify the entities who are either direct sellers of or intermediaries in the selected digital advertising opportunity for purchase.…

DoubleVerify Expands Mobile App Brand Safety Protection to Over 75 Content Categories

New Brand Safety Capabilities Expand Brand Reputation Coverage in Mobile App Environment  DoubleVerify ("DV"), the leading independent provider of marketing measurement software and analytics, announced the launch of its expanded mobile app brand safety solution – augmenting quality coverage within this high-priority channel. “DV innovated mobile app brand safety in 2017, and has continued to build our coverage within this important channel,” said Matt McLaughlin, COO of DoubleVerify. “DV’s expanded solution lets…

Data Privacy Backlash: Is Facebook Advertising Truly Evolving?

According to a recent report, cybercriminals earning over $3 Billion annually exploiting social platforms. In the current scenario of stringent data privacy and heightened security measures, advertising platforms are forced to take  strong steps to ensure Transparency, Control and Accountability of data policies in their organizations. Encryption is one of the ways to do it and Facebook is no different when it comes to providing building and providing privacy-related services. The leading social media advertising…