{"id":300674,"date":"2017-01-19T05:00:00","date_gmt":"2017-01-19T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/martech-advisor-top-three-common-misconceptions-brand-safety\/"},"modified":"2023-07-27T12:00:32","modified_gmt":"2023-07-27T12:00:32","slug":"martech-advisor-top-three-common-misconceptions-brand-safety","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/martech-advisor-top-three-common-misconceptions-brand-safety\/","title":{"rendered":"MarTech Advisor: The Top Three Common Misconceptions about Brand Safety"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">When people explain brand safety, they typically use an example of how things can go wrong in a display campaign. One classic example is an ad for a family-focused brand appearing on a website with adult content. Another example is an ad for an airline running beside a news article about a plane crash.<\/p>\n<p>Such a careless insertion of an ad could start a public relations firestorm and ultimately damage a brand\u2019s reputation. A brand safety system is all about preventing these kinds of things from happening. These examples are vivid and easy to understand, but they can make brand safety sound simpler than it is.<\/p>\n<p><strong>Misconception #1: Brand safety is just about domain exclusion lists<\/strong><\/p>\n<p>One approach to enforcing brand safety is to simply draw up an exclusion list of websites and apps that you know have inappropriate content, and then avoid buying impressions from any properties on that list.<\/p>\n<p>While this approach has some merit, it also has several serious drawbacks:<\/p>\n<ul>\n<li><strong>Lack of precision:<\/strong>\u00a0If you block an entire domain because\u00a0<em>some<\/em>\u00a0of its pages are unsavory, you lose out on the scale you could achieve with other, high-quality pages in that same domain.<\/li>\n<li><strong>The never-ending story:\u00a0<\/strong>A domain exclusion list has to be constantly expanded as new properties are being created every day.<\/li>\n<li><strong>Spoofing:<\/strong>\u00a0Bad actors know their website is on your list and will fraudulently sell it under a name you trust instead.<\/li>\n<\/ul>\n<p><strong>Misconception #2: Brand safety is just about keywords<\/strong><\/p>\n<p>Recognizing that a domain exclusion list can both limit scale <em>and<\/em>\u00a0fail to stop bad content, some advertisers and vendors believe the solution is to simply compile lists of unsavory keywords and phrases. This way, instead of blocking, say, an entire news site, they can block just its articles about those specific keywords.<\/p>\n<p>However, this approach is fraught with issues, as the following real-world examples show:<\/p>\n<ul>\n<li><strong>Same spelling, different word:<\/strong> Many topics have abbreviations associated with them, which could translate as everyday words. For example, an advertiser looking to avoid content about terrorism might add the abbreviation for Islamic State, \u201cIS,\u201d to their exclusion list. But \u201cIS\u201d, to a computer, looks the same as \u201cis,\u201d and that advertiser could accidentally end up blocking a majority of the web.<\/li>\n<li><strong>Same word, different use:<\/strong>\u00a0Some words, like \u201ckill\u201d, for example, basically have only one meaning \u2013 but can nonetheless be used both metaphorically (no issue) and literally (a big issue). Whether a word like \u201ckill\u201d is acceptable or not depends on its context, which can\u2019t be captured in a simple list.<\/li>\n<li><strong>Same spelling, different language:<\/strong>\u00a0When you\u2019re running a campaign across publishers worldwide, numerous multi-language issues arise. For example, the word \u201cbimbo\u201d is another way to say \u201clittle boy\u201d in Italian, but is considered a derogatory term in English.<\/li>\n<\/ul>\n<p>Overall, while keywords can be a useful component of a brand safety system, they\u2019re not the end-all-be-all.<\/p>\n<p><strong>Misconception #3: Brand safety is a solved problem<\/strong><\/p>\n<p>There are a number of new frontiers in brand safety that are only just being addressed:<\/p>\n<ul>\n<li><strong>Video brand safety:<\/strong>\u00a0As the amount of digital video content grows, there will need to be more oversight of the brand safety of that content. Online video content can be just as risky as textual content \u2013 you don\u2019t want your ad running as a pre-roll before an ISIS beheading, for instance. TV buyers who oversee digital video budgets may have a false sense of confidence here, because they\u2019re used to linear broadcast content, which is always clean and well-regulated. This is not the case in the Wild West of the Internet.<\/li>\n<li><strong>In-app brand safety:<\/strong>\u00a0Media spend is shifting heavily toward the app ecosystem, where we see an array of various types of content; from social media to dating apps, gaming apps, and news. And because this space acts differently than traditional web, the content doesn\u2019t fall as easily into the same categories.\u00a0\u00a0Taking a closer look at a user\u2019s in-app behavior and experience in order to analyze the brand safety also brings up privacy concerns that must be addressed.<\/li>\n<li><strong>Location-based brand safety:<\/strong>\u00a0Location-based targeting is becoming more and more popular for advertisers as they look to connect with consumers in a specific time and place. The overnight sensation Pok\u00e9mon Go grew a massive audience in a matter of hours and led to amazing location-based options for ad insertion. What many may not realise is that, due to the nature of the game,\u00a0consumers were sometimes led to\u00a0<a href=\"http:\/\/www.nytimes.com\/2016\/07\/13\/technology\/where-pokemon-should-not-go.html\" target=\"_blank\" rel=\"noopener noreferrer\">inappropriate<\/a>\u00a0locations. As location-based advertising grows, this type of brand safety will become more urgent to address.<\/li>\n<\/ul>\n<p>Protecting brand safety is harder than ever. As new media formats continue to emerge, brand safety systems must evolve along with them and address the concerns unique to each.<\/p>\n<p><a href=\"https:\/\/www.martechadvisor.com\/articles\/ads\/the-top-three-common-misconceptions-about-brand-safety\/\">This article was\u00a0published in MarTech Advisor.<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A brand safety system is all about preventing these kinds of things from happening.<\/p>\n","protected":false},"author":1,"featured_media":297200,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,290],"tags":[],"class_list":["post-300674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-insights-uk"],"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>MarTech Advisor: The Top Three Common Misconceptions about Brand Safety - 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\/insider\/martech-advisor-top-three-common-misconceptions-brand-safety\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MarTech Advisor: The Top Three Common Misconceptions about Brand Safety\" \/>\n<meta property=\"og:description\" content=\"A brand safety system is all about preventing these kinds of things from happening.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/martech-advisor-top-three-common-misconceptions-brand-safety\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-19T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T12:00:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/top_three_common_misconceptions-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/martech-advisor-top-three-common-misconceptions-brand-safety\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/martech-advisor-top-three-common-misconceptions-brand-safety\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"MarTech Advisor: The Top Three Common Misconceptions about Brand Safety\",\"datePublished\":\"2017-01-19T05:00:00+00:00\",\"dateModified\":\"2023-07-27T12:00:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/martech-advisor-top-three-common-misconceptions-brand-safety\/\"},\"wordCount\":808,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/martech-advisor-top-three-common-misconceptions-brand-safety\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/top_three_common_misconceptions-1.jpg\",\"articleSection\":[\"Brand Safety &amp; 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