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BizReport : Advertising archives : March 25, 2010

Proximic launches brand protection platform

One more tool has arrived in the fight against bad press: a brand protection tool from contextual ad firm Proximic. The platform puts brand advertisers in the driver's seat by verifying where ads are placed online, both in ad-space and in content space. By knowing where ads will be place and nixing ad placements which could adversely impact the brand, such as a wholesome, baby brand being placed next to sexual content, advertisers can keep the brand's message more clear.

by Kristina Knight

The Proximic Brand Protection tool helps marketers keep their brand value at a premium by only allowing ad placements near content which is a premium source of traffic and negating objectionable traffic. It scores traffic according to page level or publisher/website and can flag explicit content. The platform also helps marketers target traffic according to context, and will flag content in other languages including Spanish, French, German and Chinese.

"We've merged this with our targeting services for the simple reason to help our partners remove the risk from featuring ads in non-premium inventory and increase advertising reach and boosting efficiency at the same time. With that, our customers can reach relevant brand audiences at larger scale and with more confidence," said Philipp Pieper, Proximic CEO. "Proximic Brand Protection runs together with other Proximic services and is operated on the same infrastructure, which significantly increases ad efficiency, unlocks targeting potential and reduces the total cost of ownership for our partners."

Other highlights of the tool include:

• Integration across Proximic's API
• Live reporting
• Impression monitoring at the call point rather than after an ad is deployed

With the proliferation of content in the online and mobile worlds it is more important than ever to protect brand from potentially harmful content. Beyond contextual relevance, placing brand's ads next to content which doesn't fit with the image of the company can reflect badly in the consumer's view. By knowing where ads will be place and scoring adjacent content brands can be more certain their message is safe.

Tags: brand advertising, brand message, brand protection, contextual advertising, inappropriate content, Proximic

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