According to this WARC report, brand safety and suitability are at the top of the 'worry list' for marketers and agencies. For me, the trust conversation has to be at the publisher level, not the word level. Keyword block lists are a bit like setting a mallet on a Brazil nut – it's overkill, and it wipes out far too much. Very few words are, in and of themselves, unsafe or unsuitable – it's the context in which they are used that determines brand suitability. As a glaring recent example, Reach had 45% of their Euro 2024 coverage marked as unsafe for including words like 'shoot'. In the context of football, the word 'shoot' is clearly harmless. 🙈 In the early days of digital, and before programmatic advertising, advertisers trusted websites to do the right thing with their brands, and it worked for the most part. I think we need to return to a trust conversation at the publisher level, with advertisers building a list of trusted sites to partner with. Only 30% have done so thus far, according to this report ... I think we need to see that number rise. 💬 - What are your views on managing brand safety? 60% of advertisers and agencies are concerned about brand safety in programmatic advertising - https://lnkd.in/g49s9hCH #brandsafety #programmatic #advertising
Mike Nicholson’s Post
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The world of advertising is no more odd to change. Remember the name change in 2011, when the Cannes Lions International Festival of Creativity took its current form? That shift mirrored the evolving idea of the business. We are right here, after twelve years, seeing another change – another period set apart by new advertising rules. The current year’s Cannes Lions put the spotlight not on great professions, but rather on versatile growth models. This features a more extensive pattern – the convergence of advertising and marketing. To flourish in this new landscape, brands should embrace these new advertising rules. #advertising #rulesofadvertising #socialmedia #newrulesofadvertising
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The concept of "brand safety" originates in digital marketing and advertising 📢. While it is closely associated with advertisers, it is equally crucial for digital publishers to ensure a secure and trustworthy advertising environment ✅. Maintaining a safe ad space is essential for attracting and retaining advertisers, safeguarding brand reputation, maximizing ad revenue, and enhancing User Experience 🛡️. Discover more about the significance of brand safety and strategies for its effective implementation here 👉 https://lnkd.in/dZN2dVV2 #brandsafety #admonetization #digitalpublishers #contentmonetization
Brand safety - Blog - optAd360.com
https://optad360.com
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I’ve been critical of advertising awards. They aren’t always tied to effectiveness. Award entries are often post-rationalised. The work isn’t always ‘real’. The entry price dissuades smaller brands from entering. I could go on. But these are the very reasons why I’m so impressed with the launch of The Chutes Advertising Awards. As soon as an ad goes live, it is automatically entered. No entry paper. No fee. And no subjective judging panel either. Work is awarded based on pre-testing results from System1 and brand tracking data from Tracksuit. Put simply, it celebrates work that works. And that is something I can get behind. Great work from ...Gasp!, The Marketing Meetup, System1 and Tracksuit. And particular thanks to the unsung hero that is Giles Edwards. https://thechutes.org/
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Great concept and name. Website copy is great too. Top marks.
I’ve been critical of advertising awards. They aren’t always tied to effectiveness. Award entries are often post-rationalised. The work isn’t always ‘real’. The entry price dissuades smaller brands from entering. I could go on. But these are the very reasons why I’m so impressed with the launch of The Chutes Advertising Awards. As soon as an ad goes live, it is automatically entered. No entry paper. No fee. And no subjective judging panel either. Work is awarded based on pre-testing results from System1 and brand tracking data from Tracksuit. Put simply, it celebrates work that works. And that is something I can get behind. Great work from ...Gasp!, The Marketing Meetup, System1 and Tracksuit. And particular thanks to the unsung hero that is Giles Edwards. https://thechutes.org/
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Another success story showcasing the power of a cross-channel marketing strategy, this time highlighting the significant impact of including radio advertising. Learn more about the exponential results achieved by integrating radio into a comprehensive cross-channel approach: [Link to the article](https://lnkd.in/gEpDmKV5)
Cross-channel success for another major brand revealed at The Audio Edge
https://radiotoday.com.au
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What is the solution when a trusted publisher with over a century's worth of brand equity is caught running a parallel Made for Advertising site in the shadows? Our CEO Mario Diez explained for AdExchanger the importance of domain-level analysis and real-time, page-level evaluations as the necessary levers to holistically avoid MFA. Check out the article in AdExchanger for the whole story:
Blocking Domains Isn’t Enough To Stop MFA
adexchanger.com
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Ready to see what makes an ad campaign truly stand out? 🏆 Ad campaign awards don’t just highlight creativity—they showcase the campaigns that truly break through the noise. Learn how brands are using bold ideas and smart strategies to win big and boost their reputation. 👉 Discover what it takes to create an award-winning campaign: https://hubs.ly/Q02TM1hl0 #CreativeAdvertising #AdCampaigns #MarketingAwards
Ad Campaign Awards: Celebrating the Best in Creative Advertising
https://mediatool.com
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Discover Wiped Out MFA (Made For Advertising Sites) Spend By Following These Four Basic Steps https://lnkd.in/drDa2RrT
Discover Wiped Out MFA Spend By Following These Four Basic Steps | AdExchanger
adexchanger.com
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🚀 Amplify your brand’s reach with the best in the business, check out our latest article on the Top Advertising Agencies and Experts that are reshaping the future of advertising. 📈 With the advertising market set to reach $835 billion by 2027, there’s no better time to find the right partner for your brand’s journey! Read the full article here and explore the best in the business: https://lnkd.in/e_unkvmz And if YOU are the agency driving change and think you should be featured, don’t hesitate – drop us a line and let’s make it happen! 💬 #TopAdAgencies #BrandGrowth #CreativeMarketing #Advertising
Top Advertising Agencies And Experts
highflyers.media
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The first and most obvious point is, digital advertising is still the wild wild west and there's a LOT of waste (and sometimes outright fraud) out there. This is why it's SO important to have a REALLY trusted digital team. But, more importantly, for your KPIs are you JUST trusting the digital numbers and not confirming them through actual research. If so, you're risking everything. REAL consumer research is VITAL to understand if your advertising is working and making a difference. Working with an external agency and NOT trusting just the digital team is vital to hold everyone accountable and make sure all ad buys are efficient and effective!
‘Made for Advertising’ Websites Are the Marketing Industry’s Latest Messy Situation
wsj.com
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