Content Verification Guide: How to implement a brand safe strategy

Posted on Thursday 17 September 2020 | IAB UK

Launched at Digital Trust Forum, the Content Verification Guide highlights key factors to consider when implementing a brand safety strategy


Creating a safe online environment for brands is in all of our interests and every part of the digital ad industry has a role to play in ensuring this. In order to minimise brand safety risks without damaging advertisers’ reach and scale opportunities, a sophisticated and nuanced application of the tools available is required. Crucially, there is no one-size-fits-all solution, with brands needing to individually establish the level of safety measures necessary and tailoring their approach accordingly.

However, as our new cross-industry Content Verification Guide details, there are core factors that need to be considered when implementing a brand safety strategy:

  • Misuse or overzealous use of content blocking can be damaging for both brands and publishers. Brands limit their reach by ruling out safe environments and publishers struggle to monetise their content

  • Brand safety considerations need to be factored in from the start of campaign planning, as early as when choosing a buying model

  • Keyword blocking is a blunt tool that doesn't take into consideration context. The effects of it should be carefully considered before it's applied

  • Alternatively, semantics analysis is a more effective way of managing content blocking compared to keyword blocking. To benefit from this technology, you need to have a good understanding of how your partner's technology works

  • Being in a hard news environment is not necessarily detrimental to your brand, with research showing that brain response is very similar for hard and soft news stories.

  • In fact, a hard news environment delivers higher dwell times and higher potential for memory encoding

By taking on board the advice in this guide, we can build a more contextual system of content verification that supports brands, publishers and the functionality of our ad funded web. 

Thank you to the contributors who helped to develop this guide:

AOP logo
CHEQ
DV logo
IAB logo
IAS logo
IPA logo
ISBA logo
JICWEBS logo
Mantis logo
Newsworks logo
Oracle logo

Written by

IAB UK

Topics

Related content

members

Q&A: A responsible approach to brand safety

Learn more
Stock image of people talking at networking event

COVID-19 x keyword blocking: 9 tips for advertisers

Learn more
Stock image

IAB UK, IPA & ISBA back Government’s keyword blocking call

Learn more
Stock image

A statement from content verification providers on COVID-19 & keyword blocking

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly find your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.

IAB UK Chatbot

Close Chat

Hi, I'm NORI

As the IAB’s AI-powered chatbot, I’m here to help IAB members understand everything about the world of digital advertising. You must be an IAB member to ask a question. To get started, either log into your account or create one below.

Are you sure you want to clear your chat history?

No
IAB chatbot icon