March 23, 2020
According to an article at Digiday brand safety is replaced by brand suitability. After brand safety crisis in 2017 when advertisers found their YouTube ads had appeared next to videos about terrorism, strict approach of blocking anything suspicious became standard. Heavy block lists together with the ad-targeting tools provided by ad-verification companies led to considerable amounts of content being automatically blocked. Limitation of plac…es where ads can appear called drawbacks for advertisers. Block lists may guarantee advertisers brand-safe placements, but they also limit reach and engagement. That’s why block lists has not delivered the outcome desired by advertisers. Some technology companies offer brand safety, brand suitability, and sentiment analysis on the web-page level, said Andrew Morsy, managing director for contextual-targeting vendor Peer 39’s international business. These companies give advertisers the tools they need to avoid the content they find undesirable in a pre-bid environment, without the need for using a blacklist, he said. But separation of a story about Jaguar, the car brand, from a piece about the large cat species isn’t easy. That’s why Integral Ad Science bought ad tech vendor Admantx for its natural-language processing tech last year. And Zefr built a contextual data management platform it expects to further enhance in 2020. The publisher Reach (which owns the Daily Mirror) has seen a 40% uplift in the number of its stories being cleared for advertising as opposed to being blocked since launching the AI-driven brand safety platform and new contextual solutions last year.