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»brand safety

AdExplainer: Can Contextual Targeting Work On Streaming TV?

Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched into content marketers considered “brand safe.” With the advent of CTV, buyers put context on the back-burner in favor of more granular, first-party audience targeting. Now, the pendulum is swinging back again. Why? Two words: signal loss.
by Alyssa Boyle // August 8th, 2022 //
»
Brands Are Wary Of News – It’s Up To News Publishers To Change Their Minds

Marketers are often mission-driven. But too often, when informing the public through news and information is of utmost urgency, marketers choose to steer clear not just from bad or hot-button issues, but from all news content entirely, choking off potential revenue for news enterprises and doing a disservice to the public good, writes Dev Pragad, CEO of Newsweek.
by AdExchanger Guest Columnist // August 3rd, 2022 //
»
Context Is Having Its Moment (But It’s Always Been King), With Grapeshot Co-Founder John Snyder

Keyword blocklists are blunt instruments, and yet they persist in programmatic media buying. For a brand to use global keyword blocklists without considering the specific domain or campaign parameters is “most inappropriate,” says contextual advertising pioneer John Snyder on this week’s episode of AdExchanger Talks. Snyder is the former CEO of Grapeshot, one of the… Continue reading »
by Allison Schiff // July 5th, 2022 //
»
No Mention Of Musk At Twitter’s NewFronts Amid ‘Premium Content’ Pitch

If you were at the Twitter NewFronts presentation on Wednesday evening in New York City and played a drinking game that required you to take a sip every time a Twitter executive said “Elon” or “Musk” … then you would have been stone-cold sober by the end of it. JP Maheu, Twitter’s long-time VP of… Continue reading »
by Allison Schiff // May 5th, 2022 //
»
Advertisers Are Dreaming Of The Metaverse – But Digital Is Still Broken

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Gavin Dunaway, product marketing lead, The Media Trust.  Call it “metaverse mania.” Brand advertisers are so excited about the opportunities to engage with consumers in the metaverse. The trade sites and conference circuit are… Continue reading »
by AdExchanger Guest Columnist // March 23rd, 2022 //
»
Meta has announced plans to create content-based controls for Feed (formerly News Feed) on Facebook and Instagram.
Third-Party Brand Suitability Verification Is Coming To Facebook Feed (By 2023)

Better suitable than sorry. Or something like that. On Thursday, Meta announced plans to create content-based controls for Feed (formerly News Feed) on Facebook and Instagram. The solution will help advertisers control the content adjacent to an in-feed ad based on their brand suitability preferences, and Meta will build that technology internally. But Meta is… Continue reading »
by Allison Schiff // March 17th, 2022 //
»
Video Advertising Can Work For Pharma And Healthcare Brands – But There Are Nuances To Keep In Mind

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Kelly McAloon, associate media director of programmatic at Good Apple. Pharma’s digital transformation has accelerated media spending on video across devices. Both vertical and video spending in the healthcare and pharma sectors are expected to… Continue reading »
by AdExchanger Guest Columnist // March 3rd, 2022 //
»
Finally, The Publisher Pushback On AMP; This Is Why We Can’t Have Nice News.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Blown AMP Publishers are pulling the plug on Google AMP. Vox and BuzzFeed (and other titles within their portfolios) are testing or considering testing their own mobile optimization pages, which they expect to generate at least 20% more revenue than Google AMP pages… Continue reading »
by AdExchanger // February 25th, 2022 //
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Why Women’s Health Is Hit Hardest By Facebook’s Ad Approval Algorithms

It’s nearly impossible to say “women’s sexual health” and “brand-safe” in the same sentence. Achieving brand safety on social platforms through algorithmic decisioning has been a focus for platforms, who face pressure from advertiser clients and, increasingly, lawmakers who see algorithms amplifying misinformation. But Facebook’s algorithmic blocking of ad creative is similarly askew, creating “false… Continue reading »
by Alyssa Boyle // February 14th, 2022 //
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Digital Media Tightens Its Belt After Feasting On Garbage Metrics; Social Media Gets A CAT Scan

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. LOL Remember Comscore Rankings? Digital publishing is in a period of self-reflection. Instead of bragging about mass reach, the new norm will be looking at rational numbers to evaluate reach and readership, writes Brian Morrissey, former president and editor-in-chief of Digiday who now writes… Continue reading »
by AdExchanger // February 3rd, 2022 //
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