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BizReport : Advertising : December 24, 2009


BrandShield tool protects from inappropriate content

In the new year, marketers will have help in protecting brand from inappropriate content. The newly released BrandSafe tool from DoubleVerify helps to block advertisements from appearing next to content which can be harmful to brand image or message. Although some brands can be more experimental or lenient toward certain types of content, many brands must be vigilant about how and where their ads are seen.

by Kristina Knight

Ad placement can be equally good or bad, depending on the adjacent content. Relevant content has been shown to deepen consumers' engagement level, pushing more clicks and conversions. The problem is that not all relevant content is brand-safe and placement which is inappropriate can reflect badly on the brand.

The big benefit to the DoubleVerify platform is that it delivers real time, scalable information to brand marketers with which to make their decisions.

"Built on top of our existing robust and scalable verification infrastructure and working closely with our customers, we've now met this goal," said Oren Netzer, Co-Founder and CEO of DoubleVerify. "Real-time inappropriate content prevention changes the playing field and significantly reduces advertiser exposure to this threat to their brand equity and ROI."

The solution also helps in the deliverability of some ads. According to the company up to 70% of ads are block because of nested IFRAMES, a code which some ad solutions have trouble with; because the Nested IFRAMES cannot identify ads, many are blocked and never delivered. The BrandSafe platform recognized the Nested IFRAMES, pushes through and delivers the ad.

Tags: brand marketing, brand safety, BrandSafe, contextual marketing, DoubleVerify, online advertising, relevant content










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