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!

 

 

“It takes 20 years to build a reputation and 5 minutes to ruin it…

… if you think about that, you’ll do things differently” – Warren Buffett

Warren Buffett’s quote applies straight to Brand Safety.

In this article from Which-50 Media, “Three Simple Steps For Implementing Programmatic Brand Safety“, Which-50 Media writes:

“The rapid adoption of omnichannel marketing executed through programmatic media buying has brought the challenges of brand safety, ad fraud, and viewability into sharp relief… It also put the programmatic advertising industry under scrutiny too, prompting a backlash from big media agencies and large brands, predominantly from the UK and US, to suspend their advertising with Google, with countless advertisers quickly jumping on the bandwagon.”

Advertising to be displayed alongside published content aligned with brands and customers’ values.

Yes, we agree with Which-50 when they say: “At the advertiser level, it prompted brands to question how they could ensure that their display advertising ran alongside published content that aligned with both their brand’s and their customers’ values.”

To do so, Which-50 lists 3 steps: Define programmatic brand safety, White and black listings and Private marketplace. On that part, we believe 2 and 3 can be combined with a greater White listing capability. So, 2 parts. Really:

Fixing both, the intangible and tangible.

The intangible keyword-based intelligence.

The brand, to be protected at the content level, a query must be made of keywords to ensure the “must-have” words and the “must-not-have” ones.

This is protect from the intangible, not arguable, environnement incompatible with the brand.

Example: an airline will not want to be near a crash. A query with unwanted keywords related to plane crashes will eliminate those pages. That’s Which-50 1st step. We agree.

The tangible source-based intelligence.

The second part is the brand values of the publisher been 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.

In our example above, the airline might be super high end and only want to appear in upper class lifestyle publications, or the reverse, target popular categories. Might also want to reach out to a special type of profile, like people interested in specialized publications like Law or Automotive…

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…)

Fix Brand Safety with AI-operated WhiteListing.

Can you afford to put your brand at risk?

Questions? Contact us!

 

“It’s a good business, where you write for them.” [updated]

Credits: pexels.com

$4,700,000,000 made by Google from the news industry in 2018.

The study, containing analysis conducted by experts at strategy and economics consulting firm Keystone Strategy and written by the News Media Alliance, and relayed by the New York Times claims Google received an estimated $4.7 billion in revenue in 2018 from crawling and scraping news publishers’ content – without paying the publishers for that use.

The amount of news in Google search results ranges from 16 to 40 percent. Traffic to news publisher raised by 25%.

According to the report, since January 2017, traffic from Google Search to news publisher sites has risen by more than 25 percent to approximately 1.6 billion visits per week in January 2018.

Corresponding with consumers’ shift toward Google for news consumption.

News is becoming increasingly important to Google.

2 impacts:

1/ Saving journalism is of mutual interests.

Google and facebook represents 80% of the advertising market. Earlier this year, we wrote this post.

Saving journalism. [updated 2/19/19]

2/ Profiling media is even more crucial.

Google Search or News may send you to publishers that are not within your definition of trust.

TrustedOut is not, at this point, as B2C offer but for B2B, marketing professionals must, even more carefully, do their analytics and select their ad campaign white lists within their selection of trust and be influenced by Google Search, nor Google News. As we say:

If it’s not trusted in, it can not be trusted out.

Deliver Trustworthy and Smarter Social Intelligence.

Can you make strategic decisions on doubtful insights?

Fix Brand Safety with AI-operated WhiteListing.

Can you afford to put your brand at risk?

Update: Dependence on Google?

CCN is Shutting Down after Google’s June 2019 Core Update

Questions? Contact us!

 

Brand Safety Violations: Consumers question brand’s motives.

Wonder what a brand safety violation means for your customers or prospects? This article from Marketing Dive explains:

Consumers believe brands intentionally place ads next to unsafe content, study says

Why? Because…

People believe advertisers picked where their ads will be placed.

“When people see online ads, they assume the advertiser picked that location intentionally. But that’s typically not the case. Even though organizations rarely select where web ads appear, ads paired with what your members may consider inappropriate content can have a nasty impact on your association’s brand, according to Daniel Avital, chief strategy officer at security and brand-safety firm CHEQ.” says this article on AssociationsNow

“75% of companies report being exposed to brand safety issues, but only 26% have taken some kind of action, and 15% haven’t adjusted their strategies at all.” – MarketingDive

“Seventy-five percent of companies report being exposed to brand safety issues, but only 26% have taken some kind of action, and 15% haven’t adjusted their strategies at all, according to research by GumGum and Custom. Another study by Sizmek found that four in 10 brands report delivering ads on unsafe websites, but 64% find it tough to implement an effective brand safety strategy, and 64% think achieving brand safety can negatively impact how quickly a campaign optimizes.”

“Whitelisting, which only allows ads to be placed in approved environments, may in fact be the best brand safety insurance.” – AdWeek

But, as Marketing Dive adds: “A simple solution is for associations to blacklist certain websites, so ads can’t appear on them, and then to whitelist sites they consider safe. While this is better than an approach that takes no precautions, Avital says new sites can always crop up that aren’t on the blacklist. And whitelisting severely limits the sites that ads can appear on, meaning organizations may not be reaching the people they would like to.”

The solution: Whitelisting from TrustedOut’s AI-Profiled Media database. Safe, large, unbiased, universal, up-to-date:

Related post:

Media profiles are key to Business Intelligence and Advertising. [updated]

Questions? Contact us!

 

54.6% US CMOs reviewed their agency relationships because of Brand Safety

Credits: eMarketer

The Brand Safety Dilemma.

In its report, eMarketing writes: “Virtually all brands are making changes in how they operate in digital media to be safer going forward. This includes demanding more transparency and investing more ad dollars in quality environments.”

We could not agree more.

TrustedOut offers to fix Brand Safety with its AI-Operated Whitelisting.

Question? Contact us!

 

Is the open web in danger?

In this post we’ll be sharing our takeaways from a recent AdAge article: OPINION: THE CLOSED NATURE OF THE OPEN WEB

Few have become the gatekeepers for the many, both in terms of information and advertising..”

We highly recommend reading the article but, let’s jump straight to the opinion exposed for today: “Right now, the few have become the gatekeepers for the many, both in terms of information and advertising. From the information standpoint, alarms have been sounded, and players in Washington have begun discussing possible breakups of big tech in earnest. So where are the alarms on the advertising side?”

For the information part, we agree.

As we wrote in a previous post:

Saving journalism. [updated 2/19/19]

Trust, Media and Democracy

For the advertising part: Do not put all your Advertising eggs in the same Social Networks baskets.

We were sensitive to 3 arguments:

“…rewarding harmful content while decreasing the funding for quality journalism.”

“The fueling of unsafe environments
When advertising on the major tech platforms, advertisers are valuing all content the same, whether it’s high-quality journalism or user-generated rants. In doing so, they fuel the unsafe moments they are trying to avoid. The irony is that many advertisers are only willing to pause their YouTube spends, but they’ll fully eliminate advertising around quality news content—rewarding harmful content while decreasing the funding for quality journalism.”

Is a Social Network context, the most appropriate for your brand message?

“Proper context
If you’re only advertising on Facebook (or Google, Amazon, you name it), then you’re only reaching an audience when they’re in their Facebook (or Google, Amazon, etc.) mindset. And that’s perhaps not the mindset most conducive to your messaging and goals. On the open web, advertisers can target their ads not only by audience, but also around high-value, relevant content that puts a halo around their brands. Quite simply, contextual advertising works. When consumers see messaging that is relevant to their interests, in the moment that they’re indulging those interests, that messaging is far more likely to resonate.

Valuing social engagement over brand engagement.

“Negative brand value
The very design of these platforms is intended to strip away brand. People don’t say, “I saw a GM ad.” They say, “I saw a Facebook ad.” These platforms’ greatest trick has been to get CMOs to value social engagement over brand engagement. This is the exact opposite of what advertising is supposed to accomplish.

Mandatory Source Profile:
According to TrustedOut AI-Operated Taxonomy, AdAge is:

Specialized in:
General › Economy And Enterprise › Marketing
Industries › Information And Communication › Online Media
Industries › Manufacturing And Retail › Consumer Goods
People › Entertainment And Leisure › TV And Video And WebTV
People › Lifestyle › Food And Beverage

What do you think? Let us know!

 

Need for Media Profiles Lists? Unilever agrees.

[click to read article]

[Source and credits: AdAge]

On Monday, we wrote:

Media profiles are key to Business Intelligence and Advertising.

Unilever launches “Trusted Publisher” list.

AdAge writes: “Unilever is launching a Trusted Publishers network that goes beyond the standard audience-verification, anti-fraud and brand-safety guidelines of most marketer ‘whitelists.'”

“Both the publishers and the criteria will be continuously re-assessed”

“We’re aiming to have as many publishers as possible, but they need to go through these selection criteria,” DiComo says. Both the publishers and the criteria will be continuously re-assessed, he says, “because the space is moving so quickly.”

Unilever’s initiative is logic.

Knowing: 4 in 10 brands deliver ads on unsafe sites – Cision

Consequently: 70% implement black or white lists…

… but 64% fear negative impacts on performance.  71% fear to not achieve reach while delivering to the right audience in the right context. – Cision & Digiday

Consequently, the solution is to:

1/ Have marketers define their white lists themselves for each campaign, each brand. And align in each country.

2/ Have those lists automatically built, maintained and updated, directly serving the trading desk.

Bottom line: Keep your Brand Safe, let TrustedOut manage your white lists.

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