Third, to address and educate professionals on the new standards, metrics, methodologies and tools being utilized in the name
of brand safety, an industry playbook is to be created.
With concerns around inappropriate content and
brand safety mounting, the platform has taken a few arguably necessary and cautious steps to protect its users.
The company expressed confidence in its response to YouTube's recent
brand safety issues and touted its mobile search business
Both big spenders are deep in an ongoing efficiency drive to ensure they get more value from the media spend and they are shining a spotlight on social networks»
brand safety controls in the process.
Publishers need to improve tracking, quality assurance
for brand safety with trusted partners, and adopt industry best practices to improve the user experience.
«I have three major clients here in the UK who have contacted me recently, personally, and
said brand safety is a massive issue and they don't agree with what you just said.»
This comes after a year of heightened
brand safety concerns about advertising on the video platform after brand ads were found running on extremist and racist content.
The big players are taking measures towards
better brand safety and a better customer experience by putting systems in place and hiring large numbers of people to watch what has been uploaded onto the platform, but at the end of the day it's all happening after the event, when the content has already been uploaded.
The Boston - based video advertising platform for campaigns on YouTube, Facebook and Instagram says its new technology takes into account each advertiser's unique definition of
brand safety as well as more nuanced settings of campaign - specific brand appropriateness.
Secondary to those concerns are worries
about brand safety and branding — see Mozilla and a handful of others who publicly announced they are «pausing» ads on Facebook until privacy and data concerns are addressed.
«As part of our commitment to provide even more transparency and visibility to our advertising partners, we'll be working with trusted vendors to provide third
party brand safety reporting on YouTube,» a Google spokesperson said in an emailed statement today.
New account - level controls that let advertisers exclude specific sites, channels and videos across all their campaigns to
simplify brand safety management.
When asked what YouTube's
brand safety solution for advertisers might look like, Canavari said she didn't feel it'd be fair to speak on Google's behalf, but that «they do have a plan in place and we are confident they will get there.»
Elkington acknowledged, «There have been growing pains within the industry so we're focused on building a sustainable future for advertising through initiatives such as the IAB Gold Standard, which aims to reduce ad fraud, improve the digital ad experience and
increase brand safety.
Must advertisers accept the risk of appearing next to unsavory YouTube content or could the platform leverage contextual intelligence tools to
allay brand safety concerns?
The post Marketing Day: YouTube's
latest brand safety issues, Facebook terms of service changes & more appeared first on Marketing Land.
Google
Admits Brand Safety Is a Global Problem Prompted by recent events in the UK, where a media group paused all of its clients» display spending due to ads appearing next to questionable and / or unsafe content through Google's ad network, Google is reevaluating their practices around unsafe advertising.
Between Facebook's Cambridge Analytica scandal and Google's
brand safety crisis last year, the duopoly has been under closer scrutiny from the world's largest advertisers.
Also, the 4A's is to collaborate on a code of decency with the Media Ratings Council, that will live within MRC's
brand safety guidelines as a resource for media agencies to identify and mitigate fake news.
After the data scandal with Facebook & Cambridge Analytica — everyone wants to
talk brand safety again
Ensure all performance campaigns are executed as briefed and in line with dunhill and
Richemont brand safety directives.
The search giant — which commands close to a third of annual digital advertising revenue worldwide — is trying to reassure advertisers who have fretted
over brand safety and transparency, while competitors like Amazon and Snapchat nibble at its piece of the pie.
While bot fraud, ad blocking viewability and
brand safety issues have been around for some time, the Russian government's manipulation of advertising and organic content on Facebook, Twitter and Google is a fresh crisis with long - term implications for these companies.
New default settings which meet a higher level
of brand safety for where ads can appear on YouTube.
Last week, YouTube announced it will use third parties to provide «
brand safety» reporting, and Google has previously apologized to advertisers for ad misplacement on the video site.
We have a zero tolerance standard when it comes to
brand safety.
Sorrell then referenced a speech given by WPP's third biggest client — and the biggest ad spender in the world — P&G's marketing boss Marc Pritchard, who said Google and Facebook were not doing enough to meet advertiser demands around measurement,
brand safety, and viewability (the measure of whether an online ad had the ability to be seen by a human).
Sorrell said that imposes «a responsibility to change» — not just in the area of
brand safety but also in opening up their data to third - parties.
Google will also make its advertiser controls easier to use, including changing some of the default settings to be more stringent on
brand safety.
However, Brittin explained that the issue of
brand safety is not as simple as it may seem.
UK advertiser trade body ISBA suggested last week that one solution to
the brand safety problem on YouTube could be to put all newly uploaded content in quarantine until Google manually classifies that it is appropriate to serve ads against it.
It can be really hard to protect your brand, and
brand safety and brand awareness really has to be top of mind, so couple of things that you all have been in the news for recently, one was Megyn Kelly just shot a show with Alex Jones, who's very controversial and [CMO Kristin Lemkau sent out a tweet indicating] you were going to pull out of the episode and I wanted to just ask you how you arrived at that decision and why you thought that it was important.
I think they have 85 plus percent, it was the latest study of ad dollars, so how do you view the duopoly and also in things like Google in particular, they're not — they can't escape
this brand safety issue either, they have a lot of issues with YouTube as well.
In a blog post entitled Improving
Our Brand Safety Controls the managing director of Google U.K. writes (emphasis mine):
The chief marketing officer, a vocal champion of
brand safety and agency transparency, is also part of the Gun Safety Alliance, where she uses her work skills to promote tighter gun safety laws.
YouTube says it's making strides in protecting viewers from abusive content, but
brand safety is still not 100 %.
The measurement and analytics company says
its brand safety integration is the first one in the mobile in - app space.
The advertising and media trade bodies have started taking action in response to
brand safety and data breach issues afflicting YouTube, Google and Facebook, Snapchat and others.
The 4A's announced at its Accelerate Conference today the formation of
a brand safety task force, called the Advertiser Protection Bureau (APB).
Brand safety and the negative impact it has on consumer trust is an issue that affects everyone.
Marla Kaplowitz, 4A's president and chief executive, gave a preview to The Drum in early January that
brand safety would be a strong area of focus for her trade organization.
Each holding company — as well as Horizon Media — has committed to dedicating
a Brand Safety Leader within their network to serve on the bureau.
With Facebook and Cambridge Analytica putting
brand safety at the top of the agenda, everyone — advertisers, agencies, platforms and publishers — is suddenly keen to have these conversations and to take a more collective responsibility for brand safety.
In a blog post entitled Improving
Our Brand Safety Controls the managing director of Google U.K. writes (emphasis mine):