Topic:
Brand safety suitability

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 Suitability Framework. In response to the release of the GARM standards, Peer39 released new brand suitability controls so you can select the right risk levels for each ...

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 also presents brands with the challenge of ensuring they aren’t funding harmful content. So, while behavioral targeting and automation have expanded the opportunities available to brands, these advances came with a need to address brand safety. The use of blocking, either keywords or domains, assured advertisers that they’d managed their risk. But it comes at a cost. The detrimental impact of legacy tactics Nothing has illustrated the limitations of keyword blocking better than the early days of the COVID-19 pandemic. It’s a legacy practice that was employed in the beginning when almost every story had some ...

As a data company that sees over 450 million unique webpages each day, Peer39 has an ability to see what is trending across content. Sometimes that can be cause for celebration, however in times like these, it can mean cause for tremendous concern. In October alone, we’re seeing the following increases; Misinformation and Fake News + 23.98% Hyperpartisan News + 16.66% Health Misinformation + 41% We’re in the last big push for the U.S. election, with less than two weeks until election day. Spending during this election is expected to reach a record-shattering $11 billion, making it the most expensive campaign season in U.S. history. However, it’s not just politics and the U.S. election that advertisers are concerned about. We’re entering an age where hyperpartisan misinformation content, ...

Every day brings us closer to the time when cookies aren’t an option for advertisers anymore. The news of cookies going away isn’t all bad, though. After all, cookies have their fair share of problems in terms of relevance for consumers. Just about everyone has a story like one of these: You buy something and then see ads for the item you’ve purchased all over the sites you visit for days or weeks. You buy a gift for someone—let’s say it’s your 10-year-old niece—and you start seeing ads related to that gift you have no interest in anymore. You’re a parent working full time and do searches at home related to your child’s needs and the ads follow you around while you work at the office. Not ideal, is it? While research shows consumers want personalized ads, there’s a growing unwillingness ...

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 used to protect brands from negative coronavirus stories. The challenge with this avoidance approach is that publishers rely on the ad revenue to support their ability to report on all those very topics. The use of inclusion/exclusion lists creates risk for credible information sources we need right now. More importantly, it locks you out of the highest quality content for ad placements, reducing your impression pool. So, what’s an advertiser to do? No news is bad news ...

In the world of digital advertising, during times of crisis, there’s a predictable pattern where advertisers go into protection mode to preserve brand safety. 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 reduction in advertising. Recently, our partner MediaMath invited Alex White, COO of Peer39, to have a conversation about the challenges advertisers are facing right now in the face of an active global pandemic. Danny Sepulveda, SVP for Policy & Advocacy at MediaMath, hosted Alex as part of their Digital Dialogues webinar series. Together, Alex and Danny discussed the state of advertising and content ...

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 ever study on fake news. The findings showed that on Twitter, the falsehoods made the rounds faster than authentic news stories.

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 for all of the legitimate content available, fake news remains a scourge on the internet, with legitimate-looking sites popping up to take advantage of programmatic buying automation while propagating misinformation.

The outbreak of coronavirus and its pandemic status have had an abrupt progression in the news. Since January, we’ve seen the topic evolve from regular updates on news about somewhere else in the world to become the overwhelmingly dominant story in every country. This massive growth in volume of coverage has created a backlash among advertisers who are responding by creating comprehensive block lists of terms related to the virus or, in more extreme cases, ceasing all ad spend on publishers. This kind of extreme reaction is meant to prevent the kind of damage to their brand’s reputation that can occur if their ads are served on pages alongside articles about the tragedy and economic impact of this global crisis. It’s understandable that advertisers are wary. Every brand seeks to be seen ...