Topic:
Brand safety suitability

While CTV advertising is becoming an increasingly popular outlet for programmatic ad spend—with 66% of advertisers planning to increase their CTV budgets—the practice is not without its brand safety risks. Knowing how to limit brand safety risk in CTV advertising should be a priority for any company looking to scale to these channels this year and beyond.

No matter your industry, reputation matters, especially regarding the sites you choose for digital advertising without relying on users’ personal data. Organizations are (or, at least, should be) increasingly concerned about brand safety; consumers and clients have more choices than ever when it comes to purchases and services. One poorly placed ad could mean the difference between landing a new client and attracting the scorn of the Twitterverse to tarnish your brand’s reputation—and send sales spiraling. Conversely, an audience viewing a resonating ad at the right time on a reputable media outlet could spark fierce brand loyalty. Building and protecting your brand’s reputation across the advertising ecosystem isn’t always an easy balance to strike. We’ll go over how you can advertise to ...

In May of this year, eMarketer predicted that programmatic advertising spend would surpass $115 billion in the US in 2022. Jounce Media released a report estimating that about 12% of programmatic display ad budgets go to Made for Advertising (MFA) websites.

For the First Time, CTV Buyers Gain Consistent Visibility of Show-Level, Channel, Content, And Delivery Performance Offering Rounds off a Full Suite of CTV Targeting, Suitability and Transparency Tools Normalizing Activation and Measurement Data Insights for Buyers New York – January 18, 2021 – Advertisers have been eager to capitalize on CTVs astounding audience growth. Yet their CTV buys have lacked the transparency and uniform data consistency into the actual programming ads appear within, leaving advertisers without important insights needed for understanding campaign success to optimize where and how to invest further. Peer39, the leading global provider of pre-bid keyword, contextual, and brand safety solutions for modern marketers, is solving that issue with the launch of its ...

One of the main reasons we created the Contextual Data Marketplace(™) was to bring partners with interesting data sets and sources to the programmatic world. One of our partners, socialcontext.ai, epitomizes that effort and why it’s important to advertisers by offering the ability to target audiences as they read important, socially conscious news. Socialcontext detects diversity, equity and inclusion news content using patent-pending deep learning Socialcontext was built by journalism, advertising, and data science professors at the University of Colorado Boulder. They positively target news articles, and offer unrivaled precision and safety, at no additional cost. As such, Socialcontext allows advertisers to connect with audiences that care about important social issues. By advertising ...

Connected TV is the fastest-growing digital advertising channel, now surpassing linear TV, and with good reason. While COVID-19 helped accelerate CTV adoption, the trend shows no signs of tapering off for the digital advertising ecosystem in 2022 and beyond: Leichtman Research Group said over 80% of TV households have at least one CTV device, a penetration higher than cable TV. eMarketer projects that CTV households will increase to 115.2 million by 2025, from 106.4 million in 2021. The ad dollars will continue to follow, with IPG MAGNA forecasting CTV advertising spend to grow by 34% in 2021 and to 28.4% year-over-year. These statistics point to an urgency for CTV advertising buyers to gain access to the same options that make other digital advertising channels brand safe and brand ...

There are a number of methods brands use to ensure brand suitability – most involve measuring publisher quality using reports from Invalid Traffic (IVT) vendors. These reports, generally speaking, are based on aggregated impression data about the quality of the visitor, not necessarily the quality of the publisher itself. They only scratch the surface when it comes to determining if a specific publisher is truly a valuable place for brands to put ad dollars. It’s one reason it’s difficult to determine which publishers are legitimate and suitable for your brand, and which are potentially harmful. But it’s not the only reason you have to be vigilant about brand suitability; bad-actors can “bamboozle” things like hidden ad placements and other elements like a terrible user experience. ...

Following the deprecation of the cookie and changes to user privacy policies, advertisers are actively seeking out innovative solutions to maintain ad relevance. Based on its history of driving performance without the need for cookies, contextual targeting is eliminating media inefficiencies by ensuring advertising investments are delivering in suitable contexts. Programmatic media is efficient at maximizing reach and achieving cost-efficient outcomes, but without contextual layers, it may neglect brand suitability. Prioritizing targeted contexts can greatly improve personalization, ad effectiveness, and resonance. Keyword and category-based targeting are effective, but we wanted to challenge ourselves and create a solution that was better suited for fueling brand growth and development. ...

“The internet has dramatically expanded the modern marketer’s tool kit, in large part because of one simple but transformative development: digital data” (HBR) This evolution of marketing has happened at great speed, and cost—primarily to consumers. The too-often unchecked use of data has resulted in significant changes to browser controls, and privacy regulations that protect the consumer. Of course, marketers have gotten accustomed to the data, so the consumer-driven push for privacy presents challenges for marketers who rely on user data to connect with their audience. The flip side of these challenges is the opportunity they bring. Internet transparency and privacy regulations, along with web browsers blocking cookies ensure legacy audience-based targeting strategies eventually won’t ...