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Is Brand Safety Enough?

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Ad Tech Brand Safety Contextual Targeting
Ad Tech Brand Safety Contextual Targeting

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4D, the Contextual Outcomes Engine built by Silverbullet, and partner Factmata, an AI-company aimed at making the internet a better place, uncover the use case for a blended approach to brand safety and suitability. As we step into the new marketing age, where third-party cookies fade away, and contextual intelligence will surge, brands can look to adopt a variety of tools to safeguard them against future threats.

Brand safety technologies exist to help advertisers avoid placing ads on inappropriate sites, or next to concerning content. Many of the leading brand safety tools that currently serve these needs do a great job at protecting brands across the web.

Yet, as with many challenges that reside within the (m)adtech landscape, brand safety technologies face their own issues, and given the high risk associated with failure, these tools often find themselves held to the highest scrutiny.

4D, the Contextual Outcomes Engine built by Silverbullet, and partner Factmata, an AI-company aimed at making the internet a better place, uncover the use case for a blended approach to brand safety and suitability. As we step into the new marketing age, where third-party cookies fade away, and contextual intelligence will surge, brands can look to adopt a variety of tools to safeguard them against future threats.

In this paper, you will discover:

  • A ‘one-size fits all’ approach to brand safety and suitability will not serve for the post-cookie era
  • Marketing spend is landing on unsuitable content – this investment could be spent elsewhere
  • Nuance is key as we step into the new marketing age
Is Brand Safety Enough - Silverbullet-and-Factmata-FINAL.pdf5.69 MB

By Fi Taylor, VP of Marketing, Global

Silverbullet

Silverbullet Group is a data and digital transformation company that delivers future-proofed solutions for a privacy-first, post-cookie era. The group's combination of technology and expert professional services encompasses first-party data strategy and customer journey activation advisory, adtech and martech services, and a contextual intelligence engine that generates powerful business outcomes and customer-centric experiences.

 

Posted on: Friday 23 September 2022