2018 was a wild year for cybersecurity, ad tech, and the internet in general. In this blog, we explore the significant trends and security challenges that are likely to impact us in 2019 and beyond.
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
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
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 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.