Guidelines for a new era of brand name safety

After years of breaking news, brand name safety challenges continued to take headlines in 2018. Despite enhanced dialogue between brands, media proprietors and tech partners, it is apparent that execution belies the recognized simplicity of the topic.

The term “ brand safety” is described as “ the controls that businesses in the digital advertising supply string employ to protect brands against detrimental impacts to the brand’ s customer reputation, ” according to a report co-commissioned by TAG (Trustworthy Liability Group).

To date, many brand safety efforts have dedicated to all-or-nothing solutions, blocking anything that offers even remote potential to damage a brand.

Some brand names want to block all news positionings for a given week until information around a disturbing event subsides. This kind of sweeping exclusions are understandable yet can do a disservice by not including valid inventory and missing for you to reach desired customer segments about what should be approved, premium venues.

As we move into 2019, manufacturers now have the opportunity to take advantage of customizable abilities by working with their technology companions to deliver bespoke safety solutions to strategies, so they no longer have to follow an one-size-fits-all method.

Applying brand name suitability to brand safety

This often starts with the understanding of brand suitability, which is only one pillar of brand safety. For instance , the appropriate context for brand text messages around products geared to parents associated with newborns will likely differ from the framework where single men are looking for intimate advice.

The job of the technology partner is to understand the brand’ s needs and define the advantages of reaching people on particular marketers while explaining the potential risks.

Properly armed with that knowledge, brand name managers can then decide where to pull the lines and whether and the way to have a partner help create custom made whitelists of approved sites or even apps — as well as blacklists associated with ones they need to block.

There are inevitably web pages and applications on which no reputable brand would like to appear; places that have highly improper adult content or an abundance of incorrect or non-human traffic (IVT or even NHT), that encourage illegal downloading or other types of fraudulent business or ads. Excluding those from the buy should be standard practice without having which no partner can state reputably offer brand safety.

Standards and partners are usually key

In assisting brand safety, the best digital mass media buying partners employ both technologies and human experts who assess sites as they evolve and look from new ones as they gain recognition.

Technology providers might have the capability to review keywords on a web page and exclude that page or even app from being offered for a programmatic advertising bid. If in a the worst thing would be, the page is later uncovered as dangerous post-bid, they have the particular diligence and capabilities to prevent the ad from appearing to shield the brand. But it’ t essential that these pages are examined before being added to a custom made blacklist for the long-term.

A sound brand safety initiative really should not be limited to the basic standards set simply by technology partners. Media buying companions should have their own standards to ensure their own messages appear in the best environments for brands. Some standards to consider consist of:

  • ads are usually entirely viewable,
  • the particular pages on which they appear aren’t overly cluttered with advertising,
  • sites have clearly defined personal privacy policies that follow guidelines from body like Google Ads or AdChoice to protect against liability due to GDPR and newer laws in Ca and other U. S. states.

Media partners should also make sure every technology vendor these people employ follows industry guidelines for example those of the IAB , and much more recently the MRC, ANA, as well as the 4As .

Push-button solutions don’ t exist

A true brand safety companion can create custom whitelists for entrepreneurs who want particular contexts — for instance , association with high-end luxury or even fashion brands — and allow with regard to venues that other brands might need to exclude. Whitelists and blacklists live documents.

The companion must also review app environments plus make sure those, too, are appropriate, possess good descriptions, download correctly and also have strong privacy policies and higher user ratings.

These types of measures must co-exist with a companions knowledge of how to achieve scale plus reach a brand’ s preferred audience segments, whether on desktop computer, addressable TV or OTT displays; in broadcast-style media programming or even news websites; or gaming conditions on mobile screens.

Action is required

Doing it best job of ensuring brand security means having clear and extensive discussions of the brand’ s requirements, presenting all available data plus options and executing at the best levels possible.

Brand name safety is an evolving discipline, carrying out it means trying to capture a constantly-moving target. Nefarious actors always search for ways to thwart systems and get close to carefully delineated barriers. In 2019, advertisers must understand that a successful brand name safety protocol requires proactive interest from vigilant experts who continuously review sites and environments, understand the technologies and platforms and can set up them at a moment’ s observe on their clients’ behalf.


Opinions expressed in this post are those of the guest author and never necessarily Marketing Land. Staff writers are listed here .


About The Author

Danny Macdonald is responsible for investments and partnerships meant for Xaxis U. S., overseeing the entire network of premium marketers, data and measurement partners. He or she and his team focus on building plus maintaining the media framework that will empowers Xaxis. Over a 12 months career at Xaxis and day to day Real Media, Danny has kept positions inside client services and provide management. He graduated from the University or college of Maryland with a bachelor’ h degree in history. He currently exists in Ridgewood, N. J., together with his wife and twin daughters.

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