How Technology is Enhancing Brand Safety

In modern digital advertising, companies must take steps to protect their image by controlling where their ads show up. This is especially important in a world where people's media habits are always changing and news stories are hard to predict. In the end, there is nothing more valuable than a company's brand image, which is its most valuable intangible asset. With AI-powered advertising, it's now easier than ever to meet brand safety requirements thanks to new technologies.

The Significance of Brand Safety

Did you know that 71% of consumers are more likely to purchase from a recognized brand and that 81% of consumers regard brand trust as a crucial component when making a purchasing decision?

The Interactive Advertising Bureau (IAB) says that brand safety should be a part of every advertising campaign. This is to protect the image and reputation of a business and to avoid giving money to people who make illegal or dangerous content.

As more ads move online and ad-bidding networks get bigger, it becomes harder to control where the ads and other content are shown. To this purpose, the IAB has identified thirteen digital settings that are dangerous. Previously known as the "dirty dozen," a category for fake news is the thirteenth and most recent addition to the list.

Two-thirds of customers agree that advertisements should not run alongside contentious news stories. Research shows that many customers think that marketers put good information next to bad information on purpose.

Current Brand Safety Measures

There are already a number of ways to stop marketers from putting ads in dangerous places.

Pre-bid blocking is used by DSPs (demand-side platforms) to review impressions prior to the auction and enables brands and advertisers to delete impressions from a potentially risky environment very early on. To optimize a campaign's potential and ensure companies don't lose out on valuable impressions, any solutions implemented here must be both precise and efficient.

Post-bid pre-impression blocking: These solutions are an insurance policy in the event that pre-bid blocking solutions have failed or are unavailable from the existing provider. As the banner loads, brand safety is checked. If brand safety is broken, the content of the brand is hidden.

Post-impression measurement: measuring the impression and reporting on the brand safety level is an excellent method for evaluating and adjusting brand safety standards to meet the needs of the brand. The best ad tech partners can provide brand safety reports that are more detailed and give you more options for getting rid of different kinds of content.

Modern platforms can use a variety of technologies together to make sure that campaigns are delivered in a safe and scalable way. With AI algorithms making these kinds of solutions much more effective, technological progress should be one of the most important things to think about when choosing the right partner.

Considerations when judging what is unsafe:

Identifying improper terms and materials for the brand:

• Selecting language that benefits the advertisement and its possible placement. Many words can mean more than one thing, so it's important to figure out (a) if it's okay or (b) if there's a better way to say it. For example, the word "leave" can mean four different things: to leave, to stay, to drop off, and to miss work.
• Checking the language of the audience. In English, the word "mist" is often used to describe the weather that is hazy or hard to see. In German, the same word means manure, dung, and other trash.
• Using brand safety dashboards that assist brands in monitoring their campaigns and viewing real-time metrics and results across all platforms.
• However, regardless of how dedicated you are, there is always a chance that your content will be displayed alongside negative stuff.

Now, you could personally verify each website separately, but that would be impossible.

So, what is the solution to this problem? Technology is essential.

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AI Technologies and Brand Safety

Numerous ad tech companies are already leveraging AI to assist brands in conducting detailed page-level checks. This includes examining URLs, content, and metadata prior to enabling advertisements to be inserted. The best algorithms use deep learning and natural language processing to find words, phrases, contexts, and pictures that don't belong.

With this new technology, ad tech companies can give their clients more choices and more control over where their ads show up, which is important for maintaining a good brand image.

Using AI enables brand safety to be completely personalized for each brand. This helps brands avoid risk in real-time, and a customized approach meets safety rules for each brand. Also, there are a number of technological solutions that filter all traffic before ads are bought, which can save a lot of money.

AI tools can also help predict how a campaign will affect traffic before policies are put in place. In many cases, they can work with URLs that are transparent, semi-transparent, or opaque.

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What brand safety measures can be powered by technology?

Regarding content, contemporary technologies can assist brands in filtering:

• Third-party sources and SSPs: Filtering of illegal or objectionable websites, detecting and blocking dangerous web pages containing malware or phishing content (e.g., Google Play Protect, SSP's built-in brand safety mechanism).
• Publisher classification filters: Assists brands in avoiding content categories that may be offensive or detrimental to brand standards.
• Custom keyword blocking: AI technology can quickly and thoroughly look at a website's URL and content, as well as automatically blacklist websites based on keywords. Given the abundance of content available on the open market, AI algorithms are the most effective and reliable means of blocking harmful content. This includes the censoring of potentially hazardous content in several languages, taking into account conjugation and the broader context in which potentially harmful sentences are found. An AI-driven strategy is the most effective way to mitigate vulnerabilities without sacrificing secure and useful user touchpoints.

Custom URL, App ID, permitted, and prohibited lists:

This kind of technology can block any site, app, URL, or page content, so brands can avoid ad placements that go against their policy on brand safety. When combined with positive context-based AI targeting, data sets can be targeted that meet both context and brand safety standards.

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Make Brand Safety a top priority.

The worst thing that could happen to a brand is to be involved in something embarrassing that could go viral. After all, a company's success or failure depends on its brand image and reputation. According to a Famous News article, when advertisements appear near unfavorable content, customers' opinion of the brand's quality declines 7 times, and they are fifty percent less inclined to promote the brand.

Businesses need to protect their image more than ever, so it's important for marketers and brands to find trustworthy partners and put brand safety solutions in place quickly.?