{"id":293549,"date":"2019-09-19T04:00:00","date_gmt":"2019-09-19T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/legal-safety-brand-suitability-zwei-kennzahlen-eine-metrik-2\/"},"modified":"2023-07-31T09:13:51","modified_gmt":"2023-07-31T09:13:51","slug":"legal-safety-brand-suitability-zwei-kennzahlen-eine-metrik-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/de\/insider\/legal-safety-brand-suitability-zwei-kennzahlen-eine-metrik-2\/","title":{"rendered":"Legal Safety &#038; Brand Suitability: zwei Kennzahlen, eine Metrik"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In der digitalen Medienbranche wird immer wieder die Forderung nach einheitlichen Standards und Messgrundlagen f\u00fcr Ad-Verification-Dienstleister laut. Die aktuelle Problematik besteht darin, dass Technologie-Anbieter verschiedene Bemessungsgrundlagen f\u00fcr ihre Reportings anf\u00fchren. Im Bereich Viewability und Ad Fraud hat sich f\u00fcr Messdienstleister der Standard des Media Rating Council (MRC) etabliert, der bei Advertisern und Publishern gleicherma\u00dfen anerkannt ist.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Durch das Vorantreiben dieser grundlegenden Messmethodiken konnte sich der Bereich Ad Verification in den vergangenen Jahren als fester Bestandteil der digitalen Wertsch\u00f6pfungskette durchsetzen und einen deutlichen Mehrwert sowohl f\u00fcr Publisher als auch f\u00fcr Advertiser schaffen. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Im zentralen Kernbereich \u201cBrand Safety\u201d besteht jedoch noch grundlegender Handlungsbedarf: Die Branchenverb\u00e4nde OWM und BVDW beispielsweise fordern f\u00fcr den Bereich Brand Safety eine klare Unterscheidung zwischen den Begriffen Legal Safety und Brand Suitability. W\u00e4hrend Legal Safety jene Werbeumfelder meint, in denen Marken unter keinen Umst\u00e4nden erscheinen sollen, da sie gegen geltendes Gesetz versto\u00dfen und Werberichtlinien nicht einhalten, sieht die Lage bei der Brand Suitability nicht ganz so strikt aus: Dieser Unterbegriff der Brand Safety h\u00e4ngt vielmehr von den individuellen Anspr\u00fcchen der einzelnen Marken ab. Diese m\u00fcssen selbst definieren, in welchen Umfeldern sie nicht erscheinen m\u00f6chten. Die Problematik wird insbesondere an der Kategorie Alkohol deutlich, in die der am h\u00e4ufigste geblockte Content f\u00e4llt. Viele Werbeplatzierungen, die unter der Kennzahl Brand Risk\/Brand Safety reportet werden, werden nicht in offensichtlich illegalen Werbeumfeldern aufgerufen. Im Bereich Alkohol kann beispielsweise eine reine Nennung von Wein in einem Saucen-Rezept dazu f\u00fchren, dass Content f\u00fcr eine Werbeanzeige blockiert wird. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dieses Beispiel verdeutlicht: Brand Safety ist aufgrund von individuellen Anforderungen der Werbetreibenden an Publisher immer noch ein sehr komplexes Gebiet, auf dem mehr Transparenz und technische Standardisierung von N\u00f6ten ist. Eine Unterscheidung zwischen den Bereichen der individuellen Brand Suitability und eindeutigem Brand Risk f\u00fcr eine Marke aufgrund illegalen Contents wird aktuell noch nicht getroffen. Dieser Ansatz bietet jedoch eine gute Grundlage, Gespr\u00e4che zwischen Publishern und Werbetreibenden zu f\u00f6rdern. Die Feinjustierung zwischen Publishern und Advertisern bietet dabei eine wichtige Chance, die Risiken zu verringern. Ein regelm\u00e4\u00dfiger Austausch \u00fcber Kampagnen-Inhalt und Web Content stellt ein wichtiges Kriterium dar, um zu verhindern, dass Ads neben Content platziert werden, welcher der Markenbotschaft hinderlich erscheint. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Auch die aktuellen Ergebnisse des neuen Media Quality Reports von IAS k\u00f6nnen als wichtiges Signal an Publisher und Advertiser verstanden werden, gemeinsam Transparenz zwischen Sell- und Buy-Side zu schaffen und in den Dialog zu treten, um so das Brand Safety-Risiko weiter zu minimieren.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perspektivisch muss sich die Industrie zu einem technischen Standard f\u00fcr die Messung von Brand Safety bewegen. Dazu m\u00fcssen Verleger und Werbetreibende an Bord geholten werden, um eine einheitliche Methode zur Messung der Bestandsqualit\u00e4t zu verwenden und \u00a0Messprobleme m\u00fcssen direkt angegangen werden, wenn sie auftreten.<\/span><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; In der digitalen Medienbranche wird immer wieder die Forderung nach einheitlichen Standards und Messgrundlagen f\u00fcr Ad-Verification-Dienstleister laut. Die aktuelle Problematik besteht darin, dass Technologie-Anbieter verschiedene Bemessungsgrundlagen f\u00fcr ihre Reportings anf\u00fchren. Im Bereich Viewability und Ad Fraud hat sich f\u00fcr&#8230;<\/p>\n","protected":false},"author":1,"featured_media":293550,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[100,85,91,87],"tags":[],"class_list":["post-293549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-de","category-kanaele","category-publisher-de","category-themen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Legal Safety &amp; Brand Suitability: zwei Kennzahlen, eine Metrik - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/de\/insider\/legal-safety-brand-suitability-zwei-kennzahlen-eine-metrik-2\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Legal Safety &amp; Brand Suitability: zwei Kennzahlen, eine Metrik\" \/>\n<meta property=\"og:description\" content=\"&nbsp; In der digitalen Medienbranche wird immer wieder die Forderung nach einheitlichen Standards und Messgrundlagen f\u00fcr Ad-Verification-Dienstleister laut. 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