"The publisher of titles such as the San Francisco Chronicle and Connecticut Post has partnered with Mobian to reassess how brand safety and suitability are applied across its local print and television inventory, in a move that seeks to reframe how programmatic buyers classify and price news content. Under the partnership, Hearst will apply the vendor's context-based measurement across its dozens of newspapers and digital video news properties - outlets the publisher claims have more than 65% of their audiences return daily."
"According to Hearst and Mobian's research, a significant share of Hearst's inventory has been misclassified as unsafe or unsuitable by existing brand-safety tools, with 38% of its newspaper impressions misclassified by "certain suitability and brand safety providers." The two companies assert that this phenomenon has a twofold impact: reducing demand for news inventory (i.e., publisher yield) and increasing overall costs for advertisers' campaign spend."
"Hearst continues to work with legacy brand-safety vendors, informing Digiday that it "continues to engage with the verification marketplace" - read working with the market hegemons, such as DoubleVerify and Integral Ad Science - "to support partnerships and thought leadership." However, the publisher went on to state that, from the news and TV side, "Mobian's technology is the preferred measurement platform for brand suitability targeting.""
Hearst partnered with Mobian to change how brand safety and suitability are applied across local print and television inventory to improve ad yield. Hearst will apply Mobian's context-based measurement across dozens of newspapers and digital video news properties, many of which have high daily return audiences. Hearst continues to engage legacy verification vendors while identifying Mobian as the preferred measurement platform for news and TV suitability. Research from both companies found significant misclassification of inventory — including 38% of newspaper impressions — which reduces demand and raises advertiser campaign costs. The initiative shifts focus from keyword blocking to context, sentiment, and editorial framing assessments.
Read at Digiday
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