Insights for adopting a modern approach to brand safety
The events of 2020 have shown advertisers and brands undeniable proof that the way we’ve done advertising for years has limitations that impact the effectiveness of ad campaigns. The legacy brand safety practice of blocking is an all-or-nothing approach that reduces available impressions on high-quality content that actually is safe, as we found in the early days of the pandemic. Shifting focus from safety to suitability The industry has been working to address the problem of brand safety, which led to the formation of the Global Alliance for Responsible Media (GARM) and development of the GARM Brand Safety Floor and
Brand suitability: What we’ve learned and where we’re going
The internet has made it easy for anyone who wants to build a platform to share ideas and information as ad-supported content. While this is generally a positive development, it
Peer39 Launches Advanced Brand Suitability Targeting Controls, Creating Modern Approach for Targeting New Inventory
Advanced pre-bid semantic targeting controls and monthly insights are now available, in support of 4A’s and GARM suitability framework New York – December 17, 2020 – Peer39, the leading global
The opportunity and challenges of CTV advertising
Advertising in 2020 bears little resemblance to advertising just 10 years ago. The options and investment in digital continues to grow, and the rapid consumer adoption of connected TV (CTV)
Brand suitability: Target the right content with context
This year has been intense when it comes to news coverage, especially with so much reporting around the pandemic, politics, and protests. The sensitive nature of these news topics has made advertisers particularly reticent about placing ads on news content. We saw it in the early days of the pandemic when blocklists were
Capitalize on audience interests in finance industry
One of the most significant advantages of contextual targeting as a cornerstone of your advertising strategy is the ability to build a more compelling and complete story that resonates with your audience. The challenges of finance marketing With the finance industry slowly growing its digital ad spend, marketers are looking for ways to
How context + storytelling makes more effective advertising
One of the most effective ways marketers have to connect with their audience is storytelling. This can be challenging when it comes to advertising because the timeframe for attracting attention, garnering interest, and inspiring action is mere seconds. But what if the content alongside your ad was part of the story? Ads shouldn’t
Advertisers and the new normal for brand safety {Webinar recap}
In the world of digital advertising, during times of crisis, there’s a predictable pattern where advertisers go into protection mode. The response is understandable, especially given the very real human concerns associated with the current coronavirus (COVID-19) pandemic. You want to be sensitive to what’s happening, which usually involves a significant shift or
Reduce the threat of fake news, misinformation with Peer39 and NewsGuard
Peer39 and NewsGuard have teamed up to help. The internet has democratized publishing to the point where anyone can purchase a domain and spin up a website with no real oversight to what they’re publishing – and that ease extends to social media. In March 2018, MIT released the results of the largest
Peer39 and NewsGuard partner to help brands avoid fake news and untrustworthy sites
Advertisers can buy News category inventory with knowledge that ads only appear on pages from trusted, legitimate news media NEW YORK, April 02, 2020 (GLOBE NEWSWIRE) — News content accounts for nearly one out of every five targetable ad impressions online, creating a clear opportunity for advertisers looking to reach engaged consumers. Yet