Brand Safety, the most misleading proxy for quality that an advertiser can use.

This post is our takeaways from this AdExchanger article.

Brand Safety Is Not Synonymous With Quality.

“I find brand safety one of the most baffling contradictions of our industry. It often represents the exact opposite situation in which any quality media owner should want to put itself, and it is the most misleading proxy for quality that an advertiser can use.

As programmatic RTB grew, quantity gained priority over quality, and everybody fell into the trap. Advertisers pursued a delusional quest for unlimited scale, blinded by the illusion of a perfect cross-device, cross-domain view of the user. Quality media brands dangerously allowed themselves to be thrown into a big bucket with almost every type of inventory, ranging from fake to garbage on up to the top of the premium content pyramid: their own.”

A “lifecycle of rubbish”

“As a result, marketers saw their ads run on sites and apps that, at worst, promoted hate speech, terrorism, pedophilia, violence and even harmed the users’ devices, and, at best, alongside very low-quality content and environments with horrible UX.

When these problems surfaced, advertisers should have demanded that the programmatic platforms remove the rubbish at the source, which could have fixed the roots of the issue (but it also would have threatened the potential revenue for ad tech and agencies and the illusion of scale). Instead, advertisers barked without biting and deployed systems to filter out as much of that rubbish as possible, adding further costs to the system.

This created a “lifecycle of rubbish,” flowing in and out by design.”

The obsession with brand safety is taken to an extreme, while advertisers willingly join an environment plagued by the worst possible problems in marketing and advertising.

“One could think that the introduction of brand safety tools was the point where premium media owners finally won, with their quality inventory highlighted, protected and made available to premium brands. This is where the painful path took a slightly different twist instead.

In addition to the sites or apps that no respectable business would want to be associated with, advertisers started to include in their blacklists terms and topics predominantly focused on current facts and news, such as Trump, Brexit or #MeToo. This practice also existed for decades in print but with a much more reasonable and balanced approach.

These topics are part of perfectly safe and balanced pieces of content when belonging to quality media environments, but in this “brand safety” era they are all to be carefully avoided.

Programmatic RTB triggered a brand safety paranoia, but it’s a paradox: The obsession with brand safety is taken to an extreme, while advertisers willingly join an environment plagued by the worst possible problems in marketing and advertising.

The result is ads from some of the top advertisers often being displayed, by exclusion, on “safe content” like silly polls, competitions or otherwise bland content of little quality and engagement. At the same time, quality media owners complain that a good amount of premium content is automatically filtered out by brand safety algorithms, affecting their revenue.”

A great opportunity for visionary advertisers and media owners.

“There is a great opportunity for visionary advertisers and media owners who understand that infinite scale is not only impossible but even counterproductive. There would be enough reach in a media environment that is high quality, walled garden-like, brand safe by nature and user-centric – separate from the programmatic open marketplace and complementary to Google and Facebook.

The industry’s marketing and advertising pitches constantly cite the customer experience at the forefront of their promises, but let’s stop fooling ourselves, our clients and our partners.”

More than Brand Safety, Brand Consistency.

Brand Consistency > Brand Safety + Brand Suitability

With TrustedOut: Manage unbiased, AI-built Whitelists. Centrally.

Questions? Contact-us!

2019: Brand awareness is Marketers top priority.

According to the 2019 “State of Digital Advertising” released by Marin Software, Brand awareness is Marketers top priority in 2019.

  • Brand awareness – 25%
  • Enhancing the customer experience – 22%
  • Embracing omnichannels – 20%
  • Delivering personalization – 20%
  • Campaign management – 19%

Building Brand Awareness Requires a Consistent Brand Experience.

As written in this article, “the psychological reason why  brand consistency is is important”:

“First and foremost, brand consistency is about trust, and establishing it works like this:

In order for people to trust you, they have to feel like they know you
In order for them to feel like they know you, they must be aware of you, recognize you, and remember you
In order for people to recognize and remember you, you must show up in a way that’s consistent”

TrustedOut builds and preserves your Brand Consistency:

  • Manage lists from AI-profiled sources. Unbiased. Universal. Up-to-date.
  • Feed directly ad delivery systems 24/7/365.
  • Align centrally all lists per brands, regions, campaigns.
  • Optimize budgets using media profiles to detect most efficient media.

Questions? Contact us!

Do not let advertising compromise your brand consistency.

The first step to achieving consistent branding is realizing that you have to ultimately gain control of your branding so that everyone is singing from the same song sheet. [source]

Is your brand consistent?

“An inconsistent brand is a confusing and unreliable brand. These are traits that drive customers away, not attract them. ” says Crowdspring, “If your brand constantly changes, it’s hard for customers or clients to wrap their minds around what it’s about. And, it’s even harder to gain trust, confidence and customer loyalty.”

Why would you compromise a hard and long gained brand consistency by advertising on media not consistent with your brand?

“Your brand promises must be consistent with the reality of your customers’ brand experience.

Every company has a brand identity.

This is true for your company whether you’ve made a single conscious branding decision or not.

And that’s why it’s vitally important to make conscious, consistent branding choices. The decisions left unmade, and a brand left untended may hurt your business.” [source]

TrustedOut secures your Brand and preserves your Brand Consistency.

Contact us!

 

 

Economy and Enterprise – US vs France Taxonomies.

France’s Economy and Enterprise Taxonomy.

Let’s ask TrustedOut, for France, what is the Taxonomy of all media covering the “Economy and Enterprise” Classification group over the past 7 days.

Here’s the corpus query:

Showing 373 Medias and 750 sources

and the taxonomy DNA:

USA’s Economy and Enterprise Taxonomy.

Let’s ask TrustedOut, for the US, what is the Taxonomy of all media covering the “Economy and Enterprise” Classification group over the past 7 days.

Here’s the corpus query:

Showing 1,961 Medias and 3,645 sources

and the taxonomy DNA:


Comparisons:

France USA
General, 43.6% General, 41.9%
General > Economy and Enterprise, 20.2% General > Economy and Enterprise, 21.5%
General > Economy and Enterprise > Economy, 6.2%
General >  Finance, 5.2% General >  Finance, 5.4%
General >  Law, 6.5%
General > Tech, 8% General > Tech, 8%
Industries, 22.2% Industries, 19.1%
Sciences, 6.7% Sciences, 7.7%
People, 27.3% People, 31.2%
People > Culture and Arts, 7.3%
People > Sports, 6.6%
People > Lifestyle, 5.9%

How to read the table above: The percentage means how much of the classification datasets are in the publication. Ex: In the US,  media covering Economy and Enterprise have also 5.9% have words belonging to the classification Lifestyle which is part of People.

In France, media covering “Economy and Enterprise” also talk:

Deeper in Economy
Law
Culture and Arts
Sports

While, in the US, media covering “Economy and Enterprise” also talk:

Lifestyle

Fine tuning your corpus to compare apple to apple.

Want to compare countries for a product launch but do not want the Lifestyle classification in the US?

Simple add the IS NOT Lifestyle taxonomy:

Voila. Now run your analytics on those 2 corpuses or/and Get the corresponding whitelists…

Questions? Contact us!

 

 

France: People trusts almost twice more someone they know than news media

According to Ipsos, information from a acquaintance inspires almost twice as much confidence as information from a media outlet, according to Ipsos.

French trusts way less.

Trust for France vs Others:
37% vs 49% for Radio and TV,
36% vs 46% for newspapers and magazines,
30% vs 45% for online information.

64% do trust someone they know.

Beyond the question: “where do those people they know get the information”, we can also link this ratio of “twice trust when I know” clearly visible in this chart

Finding trusted sources is the foundation of TrustedOut:

A database of AI-profiled Media.

”For analytics and brand safety,
what’s not Trusted In, can not be Trusted Out.”

Questions? Let us know!

 

 

65% of Britain’s biggest advertisers are present in non-brand safe environments

This post represents our takeaways from this article.

‘Brand Safety in the UK: Willing to Risk it?’ was commissioned by marketing and media consultancy Ebiquity in partnership with zulu5, focussing exclusively on the world’s third-largest programmatic market.

2/3 of the Top100 advertisers exposed in Q1 2019.

Report (link above) found “Close to two-thirds of Britain’s top 100 advertisers have been exposed to potentially brand unsafeenvironments in the first quarter of 2019 alone.

This report from Ebiquity and Zulu5 recommends:

Take active steps to tackle brand safety and ad fraud. – Ebiquity

“Angus Mclean, director digital, Ebiquity, said: “Our report demonstrates that brand safety is a complex issue that remains highly relevant for many brands, and there isn’t necessarily one standard applicable to all advertisers. Despite continued risks to brands, we believe advertisers can take active steps to tackle brand safety and ad fraud.””

Define what constitutes appropriate and inappropriate content – Ebiquity

“To minimise risks Ebiquity recommends advertisers first define what constitutes appropriate and inappropriate content before implementing their own brand safety standards while actively monitoring and managing campaigns.”

We could not agree more!

As we wrote previously:

Brand Consistency > Brand Safety + Brand Suitability

Solution: Fix Brand Safety with AI-operated WhiteListing.

Questions? Contact us!

 

 

 

Brand Consistency > Brand Safety + Brand Suitability

Brands need more than Safety, more than Suitability.

Last year, 4A’s (the American Association of Advertising Agencies serves 700+ member agencies across 1,300 offices, which control more than 85% of total U.S. advertising spend) announced: ” Advertiser Protection Bureau Delivers Brand Suitability Framework and Brand Safety Floor In Move to Help Advertisers Assess Risk”

… and predicted “the content classifications will streamline the conversations between all parties regarding what placements are appropriate by brand.”

Unsurprisingly, we could not agree more.

“It is time to take brand safety to the third level or ‘brand care’ level…”

says Admantx, and continues “… one that gives far greater prominence to the meaning, context and potential implications of online content, specific to the actual brand’s needs.”

Again, we could not agree more.

That third level or brand care level is Brand Consistency.

Why Brand Consistency is so important?

Consistency Builds Brand Awareness
Brand Consistency Communicates Credibility
Consistency Makes Your Brand More Trustworthy
Consistency Helps Manage Perceptions
Consistency Takes Marketing to a New Level
Consistency Builds Brand Equity

This equity comes in part because of customer loyalty. Access Development gives the statistic that 86% of consumers say that loyalty is driven by trust. Twenty-six percent of consumers specifically call out “consistency” as part of this loyalty.

TrustedOut builds and preserves your Brand Consistency:

  • Manage lists from AI-profiled sources. Unbiased. Universal. Up-to-date.
  • Feed directly ad delivery systems 24/7/365.
  • Align centrally all lists per brands, regions, campaigns.
  • Optimize budgets using media profiles to detect most efficient media.

Contact us!

Business Case #4. Whitelisting.

 

Keeping your brand safe with AI-powered Whitelistings. Simple as 1-2-3.

ACME logo

1. Define publisher brands compatible with yours and your campaign.

ACME, the sports car maker we are using in our business cases and demos, wants to run an ad campaign for its new auto-pilot feature.

ACME is an high-end brand wanting to avoid risk and focus on sites knowledgeable in specifically targeted areas that are also specialized in own Transportation industry. This to make sure its brand new, super cool, technology will be well received.
The CMO defines the Corpus for this campaign as:

  • Make sure Media is not spotted as Fake news, nor Junk Science
  • Spoken language must be English
  • Ensure Media covers Economy & Enterprise, Finance, Politics, Law, Tech, Entertainment & Leasure and Lifestyle
  • Specifically select Media specialized in the Transportation Industry

The Corpus looks like this:

TrustedOut corresponding Corpus

2. Get your whitelist.

Simply click on “Get”

TrustedOut Corpus in Media and Sources
 

Select “Download” for a manual import or “Connect” to an automatic feeding.

TrustedOut Corpus in Media and Sources

3. Import your whitelist in your DSP. Done.

Of course, feel free to make any change to your Corpus and reimport the new whitelist to your dsp. We do recommend using the “Connect” option to make your change live. (only works with some partners)

Absolute Brand Safety. Optimal Business Achievements.

By running your programmatic within a whitelist defined by the marketeer in charge of the campaign, the brand is absolutely safe and your business KPI are optimal.

And remember:

Brand Safety Violations: Consumers question brand’s motives.

Fixing Brand Safety with AI-operated WhiteListing.

Want more business cases?

#1. Content Orientation | #2. Media metrics impact#3. Country comparisons

Questions? Contact us!

Adding News-Sensitivity in our Taxonomy.

Taxonomy classification over different periods for CNN Politics.

Brand Safety 2.0 is about brand values.

As we wrote in our previous post: “Brand Safety 1.0 was about toxic keywords, 2.0 adds brand values.”

Brand values are tangible. So must be media profiling.

To gauge brand values, which are made of tangible perceptions, the matching publisher brands must be profiled with content classification, using AI to be unbiased, universal and always up-to-date.

Our AI-based Taxonomy and massive data processing already allow universal taxonomy AND expertise depth…

We’ve presented, in previous posts, our universal taxonomy and its DNA view: “Media profiles are key to Business Intelligence and Advertising.”

… announcing today, new-sensitivity in taxonomy!

Playing with periods of time in the past, past week, past month, past quarter, we are now able to classify accordingly our classification and thus, here, our taxonomy.

In other words, depending on the marketeer project and brand values, TrustedOut will be able to deliver news-sensitive or stable media.

No UI yet, but we couldn’t keep this for ourselves, here’s how CNN – Politics looks like over past week, month and quarter.

A quick read is:

International:

… disappears from top 5 over the period of time of the past quarter (-90 days). This might be due Iran and trade war/mexico stuff. Depth is also getting lower with time.

Political party:

… goes lower with time.

Defense gets civil over time and Education and LGBTQ are very news sensitive. Disappear over time.

New UI and new killer feature coming up…

We will include news-sensibility in our Corpus definition and, teasing again, we’ll reveal a killer features using this brand new and unique capability,

Stay tuned.

Feel free to reach out if you have a question!

 

 

 

 

 

 

Brand Safety 1.0 was about toxic keywords, 2.0 adds brand values.

Image result for white list

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 Enterprise
    General › Economy And Enterprise › Marketing
    General › Economy And Enterprise › Advertising
    Industries › Information And Communication › Online Media
  • Specialized
    People › Lifestyle › Food And Beverage
    General › 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.

Questions? Contact-us!