‘Protecting brands in a murky digital word ‘.
Brand safety has emerged as the number one issue media buyers are facing in today’s digital world – advertisers have been increasingly concerned about this topic since The Times’ investigation which uncovered the issue of ads linked to dubious content back in February 2017.
Our agency events gather the industry’s senior-most decision makers to specifically discuss the challenges that publishers, technology partners and agencies face as they strive to create a 100% brand safe environment. We assembled an impressive speaker line up to discuss, debate how they are talking the current hurdles and pitfalls when it comes to protecting brands in a murky digital world. Big thanks to our international key speakers James Leaver from the Mail Online UK and Shane Keane from Super Awesome [one of our technology partners] and our Dubai agency key speaker Roli Okoro from Publicis Media.
Jamie Atherton – from protection to prevention
1tag Secure is expected to be a game-changer for the region’s digital advertising sector and not only protects clients from being associated with non-brand-safe content, but also guards them against fraudulent, bot and non-human traffic. In addition, the technology will ease concerns around viewability as 1tag Secure can target relevant ad positions.
Explaining the rationale behind the development of 1tag Secure, AdZouk’s Managing Director Jamie Atherton said, “We are always looking for new ways to improve value and safety for the publishers and advertisers we work with. Along with ad viewability, brand safety online is becoming a significant challenge for advertisers in the MENA region, with many ads appearing alongside undesirable content. This can result in negative consequences for a brand and 1tag Secure has been built specifically to address this issue by providing a safer environment in which digital advertisers can operate.”
1tag Secure provides clients with a rich, granular and fully transparent reporting suite with a vast array of metrics. Through real-time prevention capabilities, the technology proactively blocks any negative activity before it occurs – separating it from existing ad verification platforms, which monitor ad fraud retrospectively. 1tag Secure supports display and video advertising across both direct and programmatic buying.
Atherton added, “We have seen several premium brands harmed online due to being positioned alongside non brand-safe content and this can cause significant damage to their reputation as well as wasting precious advertising spend. We anticipate that 1tag Secure will deliver significant savings in wasted advertising spend – at least 20% in most cases. The technology is therefore an essential tool for advertisers who want to maximise their advertising investment and protect themselves from the threats that exist in the online space.”
faysal.saimua@adzouk.com
