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 article, by Jeff Finn, appears as an online article on Marketing Tech News website and was originally published on August 8, 2017.
Unfortunately, real-time bidding (RTB) is a real problem for advertisers, as the recent boycott of the Google Display Network and YouTube by a slew of frustrated big brands has proven.
This mass shunning was precipitated by revelations that Google has been less than effective at ensuring advertisers aren’t placing their brand names alongside decisively brand-unfriendly content (hate speech, terrorist videos, etc) via programmatic ad buys.
Incidents where ads are run in juxtaposition with offensive content – or even content that doesn’t fit a brand’s carefully crafted reputation – can quickly do real harm, even if clearly inadvertent.
The need for transparency
Given the reality that the non-transparent “box of chocolate” being purchased through programmatic RTB ad buys may turn out to be a lot of assorted “something-else”, advertisers require a much more transparent method where they always know what they’re going to get.
Google’s recent troubles have, in fact, propelled advertisers toward an alternative: direct programmatic ad buying from curated marketplaces.
What advertisers want is straightforward: to reach real viewers who might be interested in what they have to offer, while keeping their brands away from unsavory content.
To serve these goals, curated marketplaces offer brands the ability to purchase pre-screened ad inventory from vetted publishers.
The key to curated marketplaces is accurate categorization.
Curated marketplaces both vet and classify publisher inventory by the audience demographics as well as the contextual specifics they exhibit. This enables brands to meet their needs around brand safety but, more than that, to also ensure that content viewed alongside advertising is indeed an acceptable fit for the brand.
Already brands are realizing the advantages of programmatic direct ad buying, which now represents 56 percent of total spend on programmatic display ads while the share of programmatic purchases made via open exchanges is declining.
For clear reasons, curated marketplaces that increase brands’ abilities to select and control precisely how and where their ads appear are a popular and growing option. Read more of this article about Curated Marketplaces.