Verification that the location of the user aligns with brand policies and campaign setup.
Verification that the language of the domain aligns with brand policies and campaign setup.
Verification that the position of the ad on the page matches the media buy.
Verification of Viewability and attention metrics so they match the expectations and campaign goals.
Verification that Frequency and vFrequency matches the campaign setup.
Scoring and flagging of non-human ad traffic and traffic of publishers who used techniques to hide ads or obfuscate the actual URL an ad is served on (see Fraud Prevention).
Media and consumer attention to unsafe ad placements is at an all-time high. That's why, especially considering the rise of programmatic placements, turning a blind eye to context is simply not an option anymore, not only because of the risk to the ad spend but also to protect brand reputation itself. The fallout of negative audience reaction can be crippling.
The Brand Safety solution we offer scrapes the content of a domain and runs it through a classifier that leverages machine learning to understand the context, meaning and tone of the content that is accompanied by ads. The results are mapped against brand protection categories like adult, illegal drugs, terror, hate speech, etc.
Our algorithm can also reflect custom categories to accommodate brand specific safety policies by adding individual keywords or domains.