Brand Safety
If you are working in a digital advertising firm then you must hear the word “brand safety”. Moat, Integral Ad Science, Double Verify, Peer 39 are few of the top leading parties involved in brand safety firms to give support to marketers to save their brand reputation.
Every second unlimited number of web contents added to the internet. Those contents are mixed with Fake contents,Hate Speech Contents and also good contents. Distinguishing good content with others is a difficult process like separate milk from water. Both technologies and strategies are available here to help marketers protect their brand reputation by showing their ads in the right place where the appropriate contents are available.
Starts with tech giants Google, Facebook, Twitter and even for small youtube channels/blogs everything is funded by the marketers for advertising. If they stop their advertisement funding for any reason then all should be finished. After George Floyd’s death “Stop Hate For Profit” was organized against social media where the companies failed to remove hate content from their platforms , especially against facebook. Their request was “We are asking all businesses to stand in solidarity with our most deeply held American values of freedom, equality and justice and not advertise on Facebook’s services in July”. By accepting this request many of the big marketers stopped their advertisements budget on social media.
The Corona Pandemic situation creates very bad business for many marketers so many of the marketers planned to cut their advertisement funding by default.
If you are working in a digital advertising firm then you must hear the word “brand safety”. Moat, Integral Ad Science, Double Verify, Peer 39 are few of the top leading parties involved in brand safety firms to give support to marketers to save their brand reputation. Repeat the first paragraph – Every second unlimited number of web contents added to the internet. Those contents are mixed with fake/true contents, hate/normal contents etc.
How brand safety providers handle this much data? Are they reading every content uploaded on the internet? – These are the basic questions raised when we read about brand safety.
Already i wrote about brand safety “What is Brand Safety and Why Is It Important in Digital Advertising?” So read this article for better understanding about brand safety
What are the steps followed by the brand safety providers?
Majority of the brand safety providers follow the below three strategies to check the eligibility of the web page. These may differ or some companies added some additional technologies to give more valuable support but these three are the basics.
>> Basic Rules
>> Artificial Intelligence
>> Human Monitoring
Rules
By defining rules based identification of unsuitable contents any brands can identify the websites that are 100% inappropriate websites like pornography sites, extremist political opinion sites, hate speech sites etc.
Artificial Intelligence : Natural Language Processing
Reading all the contents on the internet is a difficult and time consuming process. Already search giants like google have the best technologies to crawl the web contents. But for the brand safety concern understanding the core of the article is very important. Instead of blocking the web pages by keywords it will be very good by blocking only if the content is truly inappropriate.
For example, now most of the brand safety firms added the keyword “Corona” or “Pandemic” in the black list. Due to that most of the publishers lose their advertisement revenues. But all the articles which contain Corona or Pandemic are not fake or inappropriate contents.
Above is just an example and likewise we compare all the articles uploaded on the internet. Artificial intelligence, Natural Language Processing and deep learning tools are trying to understand the natural human language by using algorithms. Their job is to understand the actual core of the articles.
For example, One article published about Covid 19 and it advises how people take measures to stay away from the corona crisis. This is not a bad article because it contains the black listed keyword Covid 19. Actually it’s a good article. So understanding the core of every web content is very important in brand safety and it can be achieved by AI along with NLP.
Human Monitoring
Human Monitoring is a time and cost consuming process meanwhile it’s a worthy process too. But verifying all the contents on the internet by human resource is not a possible process. So major companies like google, Facebook invested some amount on the human monitoring process.
Contents that are identified as unsuitable by humans and reasons why those contents are considered unsuitable are fed into the AI systems for the learning process. These inputs helped the AI systems to understand and improve their algorithms.
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Sridaran
Baskaran
Blogger
Sr. Campaign manager at Bizdata Technologies
