In our previous discussion about Brand Safety we looked at how brands can get into the wrong neighbourhood online. In this post we dive into this topic deeper by sharing our experiences on tackling Brand Safety issues.
Executives, marketers and ad networks should be aware that up to 8% of all digital campaign impressions appear on publisher websites that heavily damage the reputatuion of their, or their client’s brand by unwanted association. During a recent look into the numbers of one longstanding client, we found that as many as 30.000 impressions violated brand safety guidelines.
Considering that in certain cases even one badly placed ad can have a hugely detrimental effect on brand image and overall reputation, the possibility of 8% unwanted impressions is terribly high. Almost every brand is affected in one way or another. This problem, however can be solved by a sophisticated methodology we employ at Enbritely:
This methodology can be applied in different cases, looking for certain aspects that might violate Brand Safety guidelines. Let’s have a look at three distinct cases: Category violation, Geography violation and Domain violation.
Case #1 Category violation
Problem: Your advertisements appear on web pages with pornographic content, promote escort services or show violence
Enbrite.ly Solution: The Category Analyzer tool shows what percentage of total ad impressions appeared on inappropriate content category websites. This way you can get a good understanding of the extent of the problem and start weeding out unwanted publishers. We count and flag all appearances – in this case we can say even one impression is too many.
Case #2 Geography
Problem: Your geo targeting settings are not always honored. Many impressions appear in a specific country you want to avoid – your exclusions for brand safety reasons are not carried out properly. TOR, VPN and proxy usage further complicates this issue.
Enbrite.ly Solution: Our Geo Analyzer identifies the proper location where the impression actually happened and matches it against the information you have internally or from your ad network. The ratio calculated from false geo/all impression shows the extent of the problem and lets you eliminate impressions in countries where you really don’t want to appear.
Case #3 Domain
Problem: You have a defined set of website URLs where you don’t want your campaigns to appear. You also know that many publisher sites are included on industry blacklists as they are classified as unwanted or risky. You currently have no way to identify whether your ad impressions appear on these properties.
Enbrite.ly Solution: In our Domain Analyzer we use your predefined lists or our own blacklists to see whether the true location of your impressions analyzed on domain level match them. The blacklisted ratio shows you the percentage of impressions falling into this category compared to the total. By using our Domain Analyzer you can reach a ratio below 1% for these impressions.
All this should be pretty easy to carry out, as the heavy lifting is done by the Brand Safety Expert who walks you through the service, while maintaining a close cooperation to ensure outstanding results.