It’s no secret that Brand safety and transparency are now key factors for marketer’s advertising strategies.
The surge in programmatic advertising over the past few years has placed a focus on brand safety due to automated buying, where ads may be placed on sites deemed inappropriate and harmful to that particular brand or product. Up to 75% of Fortune 500 brands are regularly displayed alongside negative, violent and graphic content
Marketers are now evaluating the relevance of brand safety and its impact on their brands. Investing in tech that is able to assess page-level emotion and URL Safety is now taking precedence over keywords and lists. In simple terms, new technologies better be able to show full transparency and show marketers how they work, because buyers are more demanding about the features these tech products can do to reduce risks of fraudulent and unsafe sites and pages.
In 2018, companies are seeking marketing and advertising services to gather information and intelligence about particular advertising agencies before engaging in formal talks on proposals or agreements. In other words, marketers want more control over brand safety and rightly so. They want to be able to engage customers and boost revenue. This new approach is proving to have a healthy effect on advertising agencies as they look to secure their more demanding clients, forcing them to apply best practices, and remaining vigilant in order to reduce threats
Publishers are also expected to guarantee a certain level of brand safety and transparency across all their platforms and on all formats, with customised solutions. Publishers are partnering with tech providers that ensure cross-channel and data-driven solutions – both directly and via programmatic advertising. 40% of our online media budget is wasted on un-viewable, poorly placed, out of context ads, while, 56% of display ads are un-viewable, whether loading too slowly or being placed at the bottom of the page.
AdZouk Introduces 1tag secure
Prevention requires real-time, split-second analysis of the page’s content and the source of the impression. While existing solutions can’t achieve this, they resort to retroactive reporting (detection). At 1tag secure, we can generate this kind of analysis in under 20ms per impression, enabling us to prevent these hazards proactively, in real-time. And all this complex analysis is performed in under 20ms to allow for poor quality impressions to be identified and blocked in real-time. Without these extremely varied and complex capabilities, real-time prevention is impossible.
A problematic impression is never served to an advertiser using 1Tag, so the impression isn’t wasted and can be resold on the open market. This gives Publishers the ability to control their inventory and create the highest possible eCPM. This ensures that publishers don’t lose revenue.
Advertisers enjoy digital safety allowing them to regain 100% control over their online presence and budget, save a huge portion of their ad-spend and protect the integrity of their brand, allowing advertisers to enjoy digital safety. 1Tag Secure blocks impressions in real-time (rather than flag them retroactively), which means agencies can immediately replace the blocked inventory and keep up with the intended scale of the campaign, allowing the agencies to retain scale and reach.
faysal.saimua@adzouk.com
Image credit: Pierre Javelle & Akiko Ida
