{"id":302437,"date":"2017-03-29T04:00:00","date_gmt":"2017-03-29T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/brand-safety-actually-improving-online\/"},"modified":"2025-01-30T07:03:22","modified_gmt":"2025-01-30T07:03:22","slug":"brand-safety-actually-improving-online","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/uk\/news\/brand-safety-actually-improving-online\/","title":{"rendered":"Brand safety is actually improving online"},"content":{"rendered":"

By Sarah Vizard, Marketing Week.<\/span><\/span><\/span><\/span><\/p>\n

Despite current concerns over brand safety on Google, new research finds it actually improved both in display and video advertising in the second half of 2016.<\/p>\n

The likelihood of brand\u2019s advertising appearing next to unsafe or unsavoury content online actually improved in the second half of 2016, despite mounting concern over brand safety following revelations that ads are appearing next to extreme content.<\/p>\n

According to research by Integral Ad Science, the volume of \u201cbrand safe infractions\u201d on display advertising in the UK decreased from 7.8% in the first six months of 2016 to 6.8% in the second half. That decline was mirrored in video advertising, with the proportion dropping from 11.2% to 8.9% globally.<\/p>\n

However, the UK is behind just the US when it comes to the proportion of advertising appear next to unsafe content. The 6.8% figure for display is higher than in Germany, France, Canada and Australia, although lower than the US\u2019s 8.6%.<\/p>\n

Programmatic drives brand risk<\/h2>\n

Programmatic is the biggest culprit when it comes to ads appearing alongside risky content. The report found ads appeared next to unsafe content 6.9% of the time when display advertising was bought programmatically, compared to 5.8% when bought directly with a publisher.<\/p>\n

That figure is again similar for video, at 9.8% for programmatic and 6.4% for publisher direct. However, display ads were no more likely to appear next to content with \u2018high\u2019 or \u2018very high\u2019 risk when digital advertising was bought programmatically (see below).<\/p>\n

\"\"
The proportion of brand safety infractions in display advertising<\/figcaption><\/figure>\n

The issue of brand safety has moved to the top of marketers\u2019 agendas after a series of exposes by The Times revealed that ads are appearing next to videos on YouTube<\/a> by pornographers, terrorists and white supremacists. More than 250 advertisers including brands such as Marks & Spencer, PepsiCo and Walmart have so far pulled their advertising from Google amid demands for the company to improve their tools and policies to limit damage to brands\u2019 reputations.<\/p>\n

Google has promised to review its policies<\/a>, make it easier for brands to use tools aimed at limiting brand risk and employ more people to police content on its site.<\/p>\n

However, Nick Morley, EMEA MD at Integral Ad Science, says that as fake news, ad fraud and brand safety become bigger issues, marketers must demand greater transparency.<\/p>\n

He explains: \u201cThe recent headlines have increased awareness of these issues, highlighted clear areas where improvement is required, and reinforced that context is key. Everyone in the industry has a duty of care to address brand safety issues, we\u2019d encourage all to do their part and use third-party verification technology.\u201d<\/p>\n

WPP is attempting to give its clients more transparency. Its media-buying arm, GroupM, is tying up with OpenSlate, with scores YouTube content based on its quality and brand safety and provides insights on where ads ran.<\/p>\n

WPP-owned GroupM announced Wednesday it is forming a partnership with OpenSlate, which gives YouTube content a score for quality and brand safety and provides reporting on where ads ran. The service, which is supported by Google, only works on premium \u2018Google Preferred\u2019 campaigns.<\/p>\n

Viewability and ad fraud<\/h2>\n

The report also found that, overall, media quality \u201cstabilised\u201d in the second half of the year while viewability saw \u201csignificant improvement\u201d, increasing from 40% to 58.2% between the first and second parts of the year for video.<\/p>\n

But there is again a big discrepancy between advertising bought programmatically and direct with publishers. Viewability for programmatic video was just 49.6%, compared to 76.6% for publisher direct. That is mirrored in display advertising with rates of 46.8% for programmatic and 62.9% for publisher direct.<\/p>\n

In terms of ad fraud, advertisers that used tech that can \u201coptimise against\u201d the problem saw much lower rates. For programmatic display the proportion of ad fraud fell from 4.9% to 0.6% if the tech was used, while for publisher direct it fell from 1% to 0.2%.<\/p>\n

The drop off for video was even greater, falling from 26.5% to 2.2% for programmatic and 10.6% to 1.6% for publisher direct.<\/p>\n

Video brand risk \u2013 ads served next to content deemed inappropriate \u2013 improved compared to H1 2016, decreasing from 11.2% overall to 8.9%, which is on par with display brand risk, falling from 7.8% during the first half of 2016 to 6.8% during the second half of the year. However, with the advent of fake news and the increase in violent and extremist content and videos, brand safety remains a critical issue for advertisers, underscoring the need for a solution to protect brand reputations.<\/p>\n

Read the full article on Marketing Week here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Despite current concerns over brand safety on Google, new research finds it actually improved both in display and video advertising in the second half of 2016.<\/p>\n","protected":false},"author":1,"featured_media":302438,"menu_order":0,"template":"","portfolio-types":[77,79],"class_list":["post-302437","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-types-news","portfolio-types-press-coverage"],"acf":[],"yoast_head":"\nBrand safety is actually improving online - 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\/uk\/news\/brand-safety-actually-improving-online\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand safety is actually improving online\" \/>\n<meta property=\"og:description\" content=\"Despite current concerns over brand safety on Google, new research finds it actually improved both in display and video advertising in the second half of 2016.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/news\/brand-safety-actually-improving-online\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-30T07:03:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/integral-ad-science.png\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"458\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/uk\/news\/brand-safety-actually-improving-online\/\",\"url\":\"https:\/\/integralads.com\/uk\/news\/brand-safety-actually-improving-online\/\",\"name\":\"Brand safety is actually improving online - 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