Undoubtedly, you've heard the latest buzzword, "brand safety," as major advertisers like Johnson & Johnson, AT&T, Verizon and hundreds of others have pulled their advertising from YouTube and Google Display Network because it was showing up next to hate-promoting videos. We also recently saw major advertisers pull out of traditional television spots during "The O'Reilly Factor" as its eponymous host faced controversial allegations of sexual misconduct. While RBC Capital analysts believe the financial effect to Google will be a minimal 1.7 percent because of Google's dominance of search, Bill O'Reilly no longer has a job, and brand safety is a serious issue that has gone unnoticed until now. Due in part to the rise of populism and to our polarized political environment, consumers are hyper-aware of controversy. As people and consumers demand action and answers, brands must follow. Whether you work within the walled gardens of Google and Facebook or are part of the thousands of … [Read more...] about My advice to Google and Facebook on brand safety
As one of the 800-pound gorillas in ad tech, Google’s actions to assure brand safety on YouTube affect the rest of the advertising jungle. To get some sense of these effects, we pinged two ad tech providers. Earlier this week, the tech giant sent an emailed statement to news media that offered a few more details on the steps it’s taking to help brands avoid having their ads near objectionable video content. This is in response to a growing number of major advertisers — including HSBC, Johnson & Johnson, AT&T, Lyft and L’Oréal — that have pulled their ads from YouTube because they are showing up against hate-promoting videos. In all, more than 250 brands have reportedly pulled ads from YouTube, and there are projections that Google could lose as much as three-quarters of a billion dollars in lost revenue. In the emailed statement, Google said: We are working with companies that are MRC (Media Ratings Council)-accredited for ad verification on … [Read more...] about Ad tech providers are watching closely as Google fights concerns over YouTube brand safety
Integral Ad Science is one of the third parties Google is bringing in to help monitor ad placements on YouTube in the wake of advertiser backlash over brand safety concerns. The 400-person firm topped the $100 million revenue mark last year and works with more than 4,000 publishers, advertisers and ad tech vendors, including Facebook, AOL, Nielsen and TradeDesk, in addition to Google. Ahead of the release of the company’s Media Quality Report for the second half of 2016, Marketing Land spoke with Maria Pousa, Integral Ad Science’s CMO, last week about recent events, including the Google ad boycott, whether the industry is at a turning point and how the company anticipates advertisers will start thinking about evaluating their digital ad buys. On YouTube and brand safety IAS and the other third-party monitors like Moat, Double Verify and comScore are emerging as winners in the wake of advertiser concerns over fake news, ad fraud and walled gardens, and the recent … [Read more...] about IAS on the ad industry’s brand safety uproar: ‘Not sure this is going away this time’
Who benefits from solving issues of brand safety, and how do you quantify the benefits of a safer environment? What does the “Brand Safety Industrial Complex” even mean, you may ask? Fifty-six years ago, President Eisenhower warned that the “military-industrial complex” was creating a “disastrous rise of misplaced power.” As many of us know, brand safety “remains a frustrating game of whack-a-mole,” as Digiday’s Ross Benes called it. And while numerous working groups, initiatives and policies have been put in place to create brand-safe experiences, the industry has yet to agree on a definition for brand safety. A look back at our progress and the history of the term “brand safety” may hold some clues as to what the future has in store for online advertising and who the winners and losers are. A timeline of brand safety In 2003, the CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act was … [Read more...] about The Brand Safety Industrial Complex: Does anyone benefit from making things safer?
Easily spotted on the mobile web: holiday ad next to plane crash story; Muslim dating ad next to KKK story; beauty ad next to domestic violence story; car ad next to emissions scandal story… [This post originally appeared on our sister site ClickZ.com, but we thought it was so useful we wanted to share it here as well] Let’s admit it we’ve all had an occasional giggle when we spot an ad prominently displayed next to inappropriate content on the web. But for advertisers this is no laughing matter. An ad that is not displayed in a contextually appropriate environment is not only a waste of marketing budget, but is a potential embarrassment (if shared on social media) or, at worst, damaging to the brand’s reputation. Research by inMobi (via eMarketer), July 2016, highlighted in this column on mobile ad fraud reveals that 26% of advertisers state that concerns over brand safety is preventing the take up of programmatic purchasing (buying ads on the fly via an ad … [Read more...] about Why brands should care about brand safety in mobile advertising