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»brand suitability

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 //
»
John Snyder, co-founder, Grapeshot
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 //
»
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 //
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Precise TV Partners With IRIS.TV To Bring Contextual Targeting To The Big Screen

With the looming threat of privacy crackdowns across the globe – and big platform changes coming – contextual advertising is starting to look pretty good again. And not just on the open web – on TV, too. On Wednesday, Precise TV, a kid-safe contextual advertising platform for YouTube, announced a partnership with video data platform… Continue reading »
by Alyssa Boyle // January 19th, 2022 //
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Neeva Bets Peeps Will Pay For Search; The CDP Space Keeps Getting Hotter

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Neeva Have I Eeva Paid To Search  The search engine startup Neeva launched its $5 per-month tier on Wednesday, Fast Company reports.  It’s small news – Neeva has some hundreds of thousands of users – but it’s an important marker because at least someone’s… Continue reading »
by AdExchanger // January 13th, 2022 //
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When it comes to brand safety and brand suitability, marketers often struggle to balance their priorities.
Seeking Both Performance And Equity, Brands Aim To Get Smarter About Brand Safety

Bad habits are hard to reverse. Just ask anyone who’s tried to make a New Year’s resolution. But advertisers are increasingly starting to rethink their programmatic media buying practices in a more sustainable, diversified and purposeful light. “Aligning your brand values to media investment is the next evolution in purpose advertising,” said Rachel Lowenstein, global… Continue reading »
by Allison Schiff // January 5th, 2022 //
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DoubleVerify CEO Zagorski On Why Brand Suitability Is Growing Like Gangbusters

Brand suitability is proving to be a big boon for DoubleVerify’s bottom line. Revenue from its brand suitability targeting solution grew 64% year over year in Q3, and was responsible for more than 50% of its overall programmatic revenue, which clocked in at $41.9 million last quarter. The tool, called Authentic Brand Suitability, launched in… Continue reading »
by Allison Schiff // December 20th, 2021 //
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David George, CEO, Pixability
Why Smart Suitability Is The Next Phase In YouTube And CTV Advertising

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by David George, CEO of Pixability. Traditional TV is losing customers and advertisers to connected TV (CTV) and digital video, and large brands are asking questions about how they should align their ads with content that… Continue reading »
by AdExchanger Guest Columnist // November 22nd, 2021 //
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Buyers.json And DemandChain Object Now Available For Public Comment; White Ops Becomes Human

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. New Specifications The IAB Tech Lab is rolling out new specs, this time for the buy-side, around transparency and brand safety: big topics of conversation these days. IAB has released two new technology standards — buyers.json and DemandChain Object — that are open for… Continue reading »
by AdExchanger // March 31st, 2021 //
»
ViacomCBS Wants To Raise $3B For Streaming; Roku Builds Brand Advertising Studio

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mountain Of Money When ViacomCBS promoted Paramount Plus ahead of its launch, subscribers were promised “a mountain of entertainment.” And the company is continuing to put a mountain of money behind that tagline. The company said Monday that it’s looking to raise $3 billion… Continue reading »
by AdExchanger // March 24th, 2021 //
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