Comscore Launches New Brand Suitability Protections That Offer Brands Greater Precision to Determine What Content Is Safe and Contextually Relevant

Comscore | September 14, 2020

Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media, today announced enhanced brand suitability protections that offer brands greater precision to determine what content is safe and contextually relevant. The segments, which are now available in many leading demand-side platforms, will put the control back in the advertiser's hands to be able to run their ad campaigns along content that is brand safe for them without sacrificing scale. Most brand safety offerings currently available take a binary, keyword-based approach to determining whether a piece of content is brand safe. These basic tools lack the sophistication needed to effectively navigate today's media and content landscape, such as differentiating between actual acts of hate speech and informative content on occurrences of hate speech. In contrast, Comscore utilizes a proprietary pattern-profiling technology that understands the true essence of an article. These unique features give brands far more nuance than what keyword-based solutions can deliver, resulting in safer and more effective advertising. With Comscore's solution, brands will be able to do better than basic keyword blocking and will be able to make the decisions that best fit their brand without having to wipe out large swaths of inventory, like avoiding all news content.

Spotlight

With over 50% of its users between the ages of 18 and 29, Instagram is an ideal platform for higher education marketing. Instagram Advertising allows higher education marketers to use a variety of targeting options to reach prospective students.

Spotlight

With over 50% of its users between the ages of 18 and 29, Instagram is an ideal platform for higher education marketing. Instagram Advertising allows higher education marketers to use a variety of targeting options to reach prospective students.

Related News

Integral Ad Science Announces Canada's Globe and Mail, Offering Custom Brand Suitability for Advertisers with IAS Context Control

Integral Ad Science | September 15, 2020

Integral Ad Science (IAS), the global leader in digital ad verification, today announced that The Globe and Mail, Canada's trusted source of news, will now offer IAS's leading contextual targeting solution, Context Control. This contextual technology is offered incrementally with existing IAS brand safety controls, providing curated contextual targeting and smart inventory packaging at scale. Marketers can now control their ad adjacencies with a wide array of contextual signals, including the sentiment and the emotional classification of content on a specific page. This enables advertisers to find the most relevant content adjacencies for campaigns within brand-safe and suitable environments. The powerful tool also delivers a precise semantic understanding of page-level context - this enables advertisers to navigate common homonym scenarios that keywords cannot (such as the difference between "gun shot" versus "golf shot" content). Additionally, this cutting-edge technology allows publishers to more strategically categorize and monetize their content, leaving them better equipped to appropriately monetize news content versus competitive safety and suitability solutions.

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PROGRAMMATIC ADVERTISING

Adverty Announces Partnership with InMobi to Enable More Advertisers to Leverage Market-leading Programmatic In-game Offering

Adverty | December 11, 2020

Adverty AB (publ) declares association with global mobile-first advertising technology organization InMobi to empower more advertisers to use market-programmatic in-game offering. The association is set to launch during Q1 2021, when the specialized integration of platforms has been finished. Adverty, the leading in-game platform for advertisers, offices and substance makers, has declared an association with worldwide promotion trade, InMobi, to expand its programmatic reach for brands and advertisers looking to enter the increasingly important world of gaming. Adverty delivers unpretentious advertising which interfaces brands and audiences through its revolutionary and licensed technology assembled explicitly for gaming, while InMobi's industry leading mobile marketing technology is associated with each pertinent programmatic DSP permitting advertisers and distributers to draw in customers through relevant mobile advertising. The partnership will permit its purchase side clients to get to imaginative organizations in mobile games at scale inside Adverty's platform. The partnership is set to launch during Q1 2021, when the technical integration of platforms has been completed.

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ADVERTISER PLATFORMS

Measured Facebook Solution Reveals Media Incrementality While Platform Attribution Is Hindered by Apple

MEASURED | October 13, 2021

As advertising platforms grapple with the measurement fallout of increasing restrictions on data and tracking, Measured has launched the industry’s first end-to-end incrementality measurement and reporting solution for Facebook in a post-iOS 14.5 world. Facebook recently indicated that the platform’s measurement and reporting systems are suffering accuracy issues related to updates in recent versions of Apple’s iOS. Facebook believes that “real world conversions, like sales and app installs, are higher than what is being reported for many advertisers.” Experiments from Measured provide DTC brands like Birdies, Fabletics, Lulus, and Stance with reliable ongoing insights into Facebook incrementality at channel, campaign and ad set levels. By measuring the true incremental contribution of Facebook media, anchored on source-of-truth transaction data provided by the brand, marketers can make informed decisions about budget allocation - even amid rising concerns about the reliability of platform self-reporting. “Privacy-driven changes across the industry are causing widespread reporting headaches for platforms and forcing brands to adapt how they track and measure, We built Measured in anticipation of this moment. We continuously refine our experiment designs and adapt to inevitable changes by platforms to ensure brands can always trust insights they get from us.” said Madan Bharadwaj, CTO and cofounder of Measured. Apple’s tracking policies pressured Facebook to make multi-faceted changes to attribution capabilities it offers advertisers, including a significant scale-back in conversion lift-testing and the elimination of 28-day click-through and view-through attribution windows. The decrease in trackable data has caused a notable drop in attribution reporting from the platform and the shorter look-back periods make it exponentially more difficult to run statistically significant split-audience test and control experiments. In the wake of these iOS-related implications, Measured developed a new suite of experiment designs and actionable reporting tools that identify the causality between Facebook investments and actual business transactions reported by the brand, empowering marketers to make confident decisions about advertising on the platform. Audience split experiments – Measured’s proprietary methodology utilizes the Facebook audience split API to divide target audiences into test and control cohorts and apply systematic lift studies to get program-level and granular ad set-level incrementality measurements. Geo-matched market experiments – Using advanced matched-market data science, Measured identifies statistically significant sibling markets (geos), at the state, DMA or zip code level, that are similar but cheaper to test in than larger markets. Because geo experiments are based on source-of-truth transaction data from the business (e.g. ecommerce platform) and run completely independent of platform reporting, geo-testing is the only system of measurement that isn’t affected by platform and policy changes. Scale testing experiments – To test for scale, Measured splits target audiences into three cohorts – test, control, and scale. The ad sets used for the test group are cloned and served to the scale group, but at 2x-3x-4x the spend, to measure the point of audience saturation. “Although Hammitt only started with Measured less than a year ago, their scientific method is just what is needed to scale profitably - in spite of privacy changes, which I support,” said Tony Drockton, Founder of Hammitt, an emerging leader in the luxury handbag market. “Great brands will prosper in these times with a clear vision, great partners like Measured, and by approaching digital media as a permission-based win-win between their customers and the brands they love.” About Measured Measured helps DTC brands grow by revealing media’s incremental contribution to business outcomes and providing source-of-truth reporting for media investment decisions. The Measured Intelligence Suite is intuitive, enterprise-grade software that delivers automated incrementality experiments for every marketing channel. Measured experiments are powered by a marketing data warehouse that was built for analytics, providing a secure place to ingest, harmonize, and utilize marketing data from across the business.

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