Contextual Categorization & Brand Safety
French Child Abuse Trial
Proper contextual categorization is critical to driving brand safety, as demonstrated in the screenshot below. The placement shown was on an actual news web page about a child abuse sting that happened in France back in July of 2005. The headline stated that 65 people were sentenced in a child abuse trial. Adjacent to the news story, is an ad ill-placed ad asking “Remember your very first girlfriend?” and features a picture of a minor. It was most likely a link to a classmate search service of some type.
Image: An example of an out-of-context (bad) online ad placement on a web page.
This scenario highlights a major weakness in the contextual ad targeting technologies at play. Such inaccurate ad placements may cause significant backlash from anti-child abuse advocates and can seriously damage the reputation and credibility of the brand behind the ad.
zveloLABS identifies bad ad placements like this all the time, which is why we abide by strict quality assurance protocols. This enables zvelo ad tech customers who are leveraging our contextual categorization services to place ads with a high level of brand safety.