Less than a decade ago, contextual was poised to dominate online advertising—delivering on the promise of providing relevant ad content to the consumer at exactly the right time. Over the past several years, the industry has taken a long and costly detour down the audience/behavioral path, only to hit what is increasingly looking like a dead-end due to regulatory, privacy, technical, and other issues. Now, the pendulum is rapidly swinging back to contextual.
zvelo is a proud partner of the Internet Watch Foundation. Congratulations to the dedicated IWF team for 2018 successes and our continued support in 2019.Details
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.