Brand Safety Online Advertising

Brand Safety Online Advertising – A few weeks ago, The Times published an article revealing that brands such as L’Oréal, Mercedes-Benz and Waitrose had appeared to advertise extremist videos on YouTube. In the meantime, advertisers and agencies have asked Google to ensure changes are made to its policies and practices to ensure this does not happen again.

On Friday 17 March, Havas UK became the first of its media holding companies to withdraw its ad spending from Google and YouTube, stating that Google “has not been able to provide specific assurances, policies and guarantees that their video or display content is being rated either quickly enough or with The right filters.

Brand Safety Online Advertising

Brand Safety Online Advertising

The tech giant has now been summoned to the House of Commons to discuss the growing problem with MPs also concerned about government advertisements being served on the platform.

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In fact, Havas UK is tracking a growing number of brands that have pulled their spending from the platform, largely due to concerns about brand integrity and transparency.

In a statement to Advertising Week, Google’s head of EMEA, Matt Brittain, apologized for the company’s mishandling of the issue and for not addressing his client’s concerns. At the event, he explained that the company would “fast-track” the investigation and focus on three key areas to solve the problem:

While Google has apologized and is seeking to reassure the companies that the issue has been resolved, it is clear from the ongoing backlash from the brand and agency that the company needs to show the same responsibility that marketers have become accustomed to on the open market.

This isn’t the first time the industry has had issues with Google’s brand security. The disappointing reaction from Google has led some brands to take matters into their own hands and pull ad spend from the platform. As of Monday, March 27, the following brands have revealed their stance on the matter (including recent news from J&J, Verizon, AT&T, and the brand’s US subsidiaries including Coca-Cola, Starbucks, and General Motors pulling all Google Products Ads):

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“Brands and agencies are growing increasingly frustrated with tech companies’ insistence on ‘getting their homework right’ and allowing brand integrity standards to slip.” Graham Brown, Co-Founder, MediaSense

After expressing how seriously the issue was being taken by Dentsu Aegis, a spokesperson for the agency confirmed that the agency is taking proactive steps to manage risks.

“We take our policies, practices and compliance controls very seriously, and our brand security measures are considered the best in the industry. As programmatic advertising continues to grow, we must always be vigilant and responsive, working together to ensure brand advertising only appears in brand safe environments.”

Brand Safety Online Advertising

Paul Frampton, managing director and regional director of Havas UK, tweeted that Havas UK “has made the decision to protect the brands it represents in the absence of reinsurance or change in policy” and that the company’s position “will remain until we have confidence in the YouTube platform and the ability of the Google Display Network to deliver standards.” that we and our customers expect.”

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“We’ve had a client or two [ads appearing in inappropriate locations on Google platforms] and we’ve discussed that with Google,” CEO Michael Roth said.

“Google assured us that they would fix this very quickly and so we have chosen to hold them accountable rather than withdraw our allowance. As long as this does not change we will hold them accountable as best we can and keep the money.”

“While we work with our customers on an individual basis to address the immediate situation, there needs to be a permanent solution. We are specific about what is and is not an acceptable environment for our customers – these are not open to interpretation. Google offers solutions that are relevant to many marketers, but they need to be Effectively managing its operation to retain the trust of advertisers. »

Publicis Media is committed to being at the forefront of rigorous security, visibility, and brand verification standards and protocols. We hold all publishers, including Google and YouTube, accountable for ensuring that the highest standards in advertising are consistently met. Obviously, Google fails to meet these criteria. We’re looking at how we can work with them going forward.

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While criticizing the lack of transparency provided by Google, WPP chose not to remove ad serving from the platform, stating that there are inherent risks associated with user-generated content and that it will work directly with its customers to provide brand strategy and safe solutions.

“We’ve always said that Google, Facebook and others are media companies and have the same responsibilities as any other media company. They cannot impersonate technology companies, especially when placing ads for GroupM, which has led or supported all industry initiatives to raise standards in the digital media supply chain,” it continues. Digital media owners are at the highest level to encourage them to find answers to these brand safety issues. At the same time, GroupM continues to advise its clients to use all available brand security tools to mitigate these risks.”

Brands and agencies are growing increasingly frustrated with tech companies’ insistence on “getting their homework right” and allowing brand integrity standards to slip. This is simply unacceptable and tech giants must now accept the responsibilities, as well as the fortunes that come with owning the media. News organizations should, too. To play their part and be more vigilant than many have hitherto been if they were not tainted by the same neglect of duty: they have been recently accused of failing in their trustees – they have the opportunity to take the lead in this case. This is just the beginning of a long discussion for all parties. Graham Brown was told , co-founder of MediaSenseIAB’s First Trust Forum, argues that online media needs more sophisticated means of contextual advertising, rather than blunt tools like keywords that penalize media quality.

Brand Safety Online Advertising

Will 2020 be the year online advertisers have to move away from “brand safety” and towards the more complex practice of “brand fit”?

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This is the view of Integral Ad Science, one of the leading analytics companies in the online advertising industry. Nick Morley, Managing Director EMEA, addressed the ad technology sector at the inaugural IAB Trust Forum in London yesterday.

He said: “Brand security is often about the non-negotiables, and the types of content on certain sites that certain advertisers will find really objectionable. And that safety net will always need to be in place.

“But we need a more rigorous set of controls for brands to assess the risks that apply to them. The risks of a CPG brand for a diaper are different than they are for a toy company. Each of these brands must consider the contextual intelligence that informs and matches the pages they want to advertise on.” “.

Online advertisers have been battered in recent years by high-profile brand safety scandals, such as inadvertently placing their own YouTube ads in videos promoting terrorism. However, brands and their media agencies tend to operate on “zealous blacklists” where legitimate content is not advertised because certain words within are prohibited from advertising.

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Morley added (photo above): “A gaming brand, a telecom brand, a CPG [FMCG] brand; each of them will have a very different risk threshold. They need that subtle ability to set those unique parameters themselves.”

Earlier today, Newsworks CEO Tracy de Groose explained that this hurts publishers’ ability to monetize quality content from professional journalists, while brands miss opportunities to advertise against quality media outlets.

“In the current digital paradigm, no attention is paid to the quality and origin of content,” de Grossi warned. “There is little distinction between craft journalism that adheres to ethical standards and editorial codes, regulators and the law, bedroom bloggers and amateur producers and the extreme end of harmful content.”

Brand Safety Online Advertising

In practice, Morley explained, advertisers must adopt a set of “customizable” risk thresholds in which they specify the conditions for appropriateness and thus their willingness to advertise certain types of content. YouTube, for example, did this with video ads and created new branding settings to allow adult content like violent video game clips and ads for 18-rated movies.

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To do this, media owners must provide “contextual information that allows advertisers to distinguish content,” Morley said. “So not only will advertisers be able to target negatively, but they will also be able to target positively.”

Data privacy is the biggest media challenge of 2020, according to an IAS survey of media professionals published Jan. 21. While 44% of respondents mentioned data privacy as their top concern, more than eight in 10 (82%) predicted that contextual advertising would be the biggest media trend of the year.

Meanwhile, more than half of media professionals (61%) plan to implement campaign ROI tools, while a similar number (59%) plan to implement a visibility measure.

IAS also found it

Twitter Partners With Doubleverify And Ias On Brand Safety Initiative Amid Advertiser Exits

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