Safeguarding your brand in a programmatic process

Programmatic buying is known to be followed by the issue of brand safety. It does not mean though that your brand is doomed without the direct negotiations. Programmatic is driven by data, not relationship building. Thus, it requires data-driven adjustments for keeping your brand safe.

The danger to the brand safety arises due to the lack of control over the context for your ads. Aside from severe cases, where main content’s topic is sensitive, as in the infamous “Youtube funding terrorism” story, there’s a general problem of advertisers being unable to match brands with the context – a step needed for a better engagement.

Sophisticated programmatic platforms provide publishers with adjustment tools for determining potential context of ad appearance at the highest level of likelihood.

While building your brand safety strategy, you should consider the following:

  • Narrow your ad campaign scale.
  • Exclude websites to avoid inventory that has been identified as unsafe.
  • Select certain categories. Match your brand to the type of the main content.
  • Adapt your ads to mobile in-app advertising.

The question of brand safety reappearing in media makes it seem all the more pressing and forces the industry to evolve itself.

  • Auction participants now can use blacklisting or whitelisting. The main flaw here is cutting your audience reach.
  • Manual adjustments can be combined with AI. With machine learning developments, you may eliminate sensitive placements.
  • Market partnerships change. Programmatic open auctions are replaced with more favourable programmatic direct and private marketplace solutions.

The problem has been discussed for a long time now. So why do analysts return to it?

US political situation plays a huge role here. The tendencies of today’s media are threatening for wide monetization. US media coverage got full of controversial political stories. Avoiding news completely  with the concentration on entertainment context means much less placements.

And so, flexible advertisers can win if they get sophisticated tools at hands, provided by highly developed programmatic platforms.

 

Want to learn more?

*
*
*

Your message has been sent successfully.

You Might Also Like
17 best advertising podcasts - Admixer Blog

Podcasts are quickly maturing into a content-rich media format, with an abundance of niche programs about advertising. Since the ongoing health crisis prevents us from going to lectures and marketing meetups, a podcast is a great way to stay in touch with your colleagues and the adtech industry.  CMO of Admixer Anna Yatel said: “In […]

17 best advertising podcasts - Admixer Blog
17 Podcasts to Enhance Your Digital Advertising Strategy in 2020

Podcasts are quickly maturing into a content-rich media format, with an abundance of niche programs about advertising. Since the ongoing health crisis prevents us from going to lectures and marketing meetups, a podcast is a great way to stay in touch with your colleagues and the adtech industry.  CMO of Admixer Anna Yatel said: “In […]

Read more
Programmatic Trends 2020 - Admixer Blog

Programmatic advertising is developing rapidly. According to the eMarketer research, more than 82% of U.S. display ads will be purchased using programmatic in 2020. Programmatic is becoming a dominant model for trading all media types.  Yet, there is a long road for it to cement its positions in the new sectors, like CTV, DOOH, and […]

Programmatic Trends 2020 - Admixer Blog
16 Programmatic Trends Shaping the AdTech Industry in 2020

Programmatic advertising is developing rapidly. According to the eMarketer research, more than 82% of U.S. display ads will be purchased using programmatic in 2020. Programmatic is becoming a dominant model for trading all media types.  Yet, there is a long road for it to cement its positions in the new sectors, like CTV, DOOH, and […]

Read more
Quarantine Chronicles: What to Read, Watch and Listen to - Admixer Blog

Coronavirus pandemic has made millions of people turn to remote work. Social distancing may be an effective measure to stop the virus spread but it also leaves us wondering how to spend the extra free time. We’ve asked our colleagues to share educational content that helps them stay sane during the crisis. Check out the […]

Quarantine Chronicles: What to Read, Watch and Listen to - Admixer Blog
Quarantine Chronicles: What to Read, Watch and Listen to While Distancing

Coronavirus pandemic has made millions of people turn to remote work. Social distancing may be an effective measure to stop the virus spread but it also leaves us wondering how to spend the extra free time. We’ve asked our colleagues to share educational content that helps them stay sane during the crisis. Check out the […]

Read more
Stay updated with Admixer