Challenging the definition of brand safety
In this article, Marketing Dive writes “While the industry settles on what brand safety means, companies are finding fresh ways to define the idea based on their individual values” and goes on:
“Brand safety is a highly nuanced concept, largely because each brand has a unique view as to what constitutes a safe ad placement.”
We could not agree more.
Articles add 2 interesting cases:
“The definition of controversial content also differs by brand, as illustrated by Nike’s decision to feature Colin Kaepernick in its 30th anniversary campaign last year. This contentious move was beneficial for Nike because the actions of the former San Francisco 49ers quarterback align with the brand’s progressive values, as demonstrated in the campaign slogan “Believe in something. Even if it means sacrificing everything.” A brand with more traditionalist or conservative values would steer clear of content relating to a controversial sports star for fear of damaging its reputation.
Equally, a brand such as Dick’s Sporting Goods, which took a strong stance in the national gun debate following the Parkland shooting, wouldn’t want to be associated with online content relating to violence or shootings. However, rival retailers that take a different view on the firearms debate may welcome a placement alongside a news story about gun crime to reinforce the need for their products. Ultimately, defining and executing brand safety is about being intentional and acting on a brand’s unique vision and values. This will inevitably be different for each company.”
Brand Safety 2.0 is about Brand values.
Brand Safety 1.0 was about having the brand protected at the content level with a query made of “must-have” words and the “must-not-have” ones.
The tangible source-based intelligence.
Brand Safety 2.0 is about the brand values of the publisher to be in line with the brand values of the advertiser. This is tangible and requires evaluations.
Those evaluations must be unbiased, universal and always up-to-date. And to not be too limitative, have to be large and broadly cover a desired market. Consequently, only AI, Machine Learning can deliver and maintain this. No human curation can do and must not do.
We name this, Corpus Intelligence. The Corpus representing all materials used for a project: analytics, marketing, PR…
By providing desired and user-defined trustworthy content, Corpus Intelligence is the vital complement to any piece of content crunch, such as social intelligence (to feed products like Digimind, Synthesio, IBM Watson…) and Online Advertising Whitelisting (to feed trading desks, ad delivery platforms…)
An example? Let’s take MarketingDive.com
Let’s ask TrustedOut how Marketing dive is perceived to gauge what advertiser brand values are compatible? Here are the taxonomy classifications:
- Top Categories
General › Economy And EnterpriseGeneral › Economy And Enterprise › MarketingGeneral › Economy And Enterprise › AdvertisingIndustries › Information And Communication › Online Media
People › Lifestyle › Food And BeverageGeneral › Tech › Digital Tech
- Spotted as
Fake News › No
Consequently, if your brand has values matching the above, MarketingDive.com will be in the whitelist TrustedOut will build for you and will feed your ad delivery platform. Within this whitelist, your programmatic query will add keywords selections.
Whitelisting and programmatic queries, both, make your brand totally safe.