In ExchangeWire: The Brand Safety Fix Has to Start with Brands Themselves: Q&A with Jeff Finn, CEO of zvelo

*****The following article, by Lindsay Rowntree, appears as an online article in the News section on ExchangeWire’s web site and was originally published on April 20, 2017. 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? ExchangeWire speak…


Contextual Categorization & Brand Safety – French Child Abuse Trial

Advertisements are everywhere, from print publications to road-side billboards, and of course TV and on the Web. The intent of advertising is no different regardless of the medium. Advertisers are constantly feuding to win over consumer sentiment. On the Internet, ad-serving technologies have become so advanced that ads can now be targeted based on one’s individual web browsing history and behaviors, likes, shares, location, device type and other factors. From time to time, however, ad placements land severely out-of-context, and here is one such example of online advertising gone bad.

Brand Safety a Top Priority for Online Advertisers

Brand safety is one of the most important metrics of success for online advertisers. Ad placements on inappropriate web pages can negatively impact brand appeal, leading to lost revenue. PR nightmares will also erupt if ads are delivered onto malicious or compromised websites, which tend to frequently go online and offline. Publishers and online advertising delivery vendors are challenged with addressing the brand safety demand head on, and while some entities have stepped up through noted technological innovation, others still lag in winning over advertiser sentiment.