Recently, Digiday published an article about the “winners and losers” of the new EU ePrivacy law. As suspected, behavioral targeting is a clear loser due to its reliance on cookie-based targeting. The only winners mentioned seemed to be those outside of the realm of digital advertising.
Online advertising has become a central part of our digital lives. Advertising publishers and platforms supply billions of ads every day. Ensuring that ads served are contextually accurate and brand safe for the target audience is critical to a safe and secure internet.
zvelo’s granular taxonomy supports nearly 500 topic-based, malicious, phishing, objectionable and sensitive categories for brand safety and contextual targeting applications. zvelo’s data is unmatched in quality and veracity to ensure a brand’s ads can safely be placed on pages with content aligned to the brand’s image, mission, and target audience.
Jeff Finn, zvelo CEO, Discusses the Role of Content Categorization in Ensuring Brand Safety in CMO Innovation
With the digital advertising industry increasingly shaped by programmatic ad buying, brands are realizing the necessity – from a brand safety perspective – of ensuring that their ads steer clear of associations with objectionable content.Details
SpotX Announces Support for IAB’s ads.txt to Verify Seller Credentials Leverages zvelo for anti-fraud monitoring as a key authentication vendor to offer transparency and inventory assurance for buyers. Video ad serving platform SpotX has been aggressively taking steps to ensure all inventory available to buyers via its platform is sourced directly from owned-and-operated publishers or…Details
Using curated marketplaces to ensure brand safety in digital ad buys by Jeff Finn, CEO of zvelo When Forrest Gump’s mother famously told him that “life is like a box of chocolates, you never know what you’re gonna get,” she just as easily could have been talking about digital ad placements purchased programmatically. *****The following…Details
First, zvelo has released the Invalid Traffic dataset; the new dataset should help brands better determine the health of the traffic to their sites by detecting data centers, web and fake crawlers, and other fraudulent traffic sources.
In January, categorization and anti-malware firm Zvelo launched a free bot detection service for site publishers.
This week, the Denver area-based firm announced a complementary service, which it says is the first to detect non-human traffic on a specific page, rather than at the site level.
*****The following article, by Clint Ethington, CEO & Co-Founder of Genius Monkey and appears as an online article in the Business section (Forbes CommunityVoice) on Forbes’ web site and was originally published on April 25, 2017. Three Ways Marketers Can Prevent Today’s Ad Fraud The measurement and tracking of today’s advertising results are susceptible to…
Much conversation over recent months has centred around brand safety, or lack thereof. How does the industry tackle brand safety and is it technically a ‘fixable’ issue?Details
The YouTube ad placement problem, where ads were placed along improper content, got the ad community riled up.Details
In the wake of realizing that Google, even with all of its impressive tools, failed to prevent all ads purchased programmatically from appearing alongside terrorist and hate group content, what’s the next move for brands (and for ad tech)?Details