#brand-safety

#brand-safety

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Mar tech holding company The Brandtech Group acquired Pencil, a generative AI platform for ads, on Thursday.The Brandtech Group declined to disclose the financial terms of the deal.Pencil marks the 10th company The Brandtech Group acquired since it launched nearly eight years ago as You & Mr. Jones.

AI went from quirky novelty to dominant disruptor in a matter of months, taking over the headlines, as consumer-friendly and business-centric AI applications continue emerging in every sector.AI's role in digital advertising is much more established, but rapid advances increasingly deliver unexpected and transformative capabilities for digital marketers.

In today's ExchangeWire news digest: Viaplay drops its CEO as it reports a disappointing quarter; ITV and Publicis Media collaborate to launch an addressable audience partnership; and Twitter hires a former NBCUniversal exec as its head of brand safety departs.Viaplay ousts CEO after disappointing quarter
Netflix-rival Viaplay has ousted its CEO following a dismal quarter for the company.

"Google" has become a verb that's synonymous with "search."But Google isn't the only place to go to find content and products.Google's own internal research shows that 40% of young people use platforms like Instagram and TikTok as a de facto search engine.And both are responding to this trend in the only way ad-supported platforms know how: by introducing search ad formats.

If there's a case to be made for Nielsen, it's the fact that it got every single agency and TV advertiser aligned on how to measure a TV campaign.In the good old days, Nielsen ensured there was order and harmony.As it relates to streaming TV, it's err... different.Nielsen got dethroned before it could even establish itself in the world of streaming TV.

Why is there so much misinformation circulating online?Because, unfortunately, "it's a great business," says L. Gordon Crovitz, a longtime journalist, former publisher of The Wall Street Journal and co-founder of NewsGuard, speaking on this week's episode of AdExchanger Talks.NewsGuard estimates that large, well-known advertisers - the sort of advertisers that get very uptight about brand safety - are unintentionally funneling as much as $2.6 billion through programmatic pipes directly to misinformation websites every year.

For any product, the aspirational path to "premium" often requires packaging that befits its lofty ambitions.This holds true for TV as much as it does for high-end liquor.Once upon a time, a spirits maker crafted a clever bit of product packaging that drove the acceptance of its brand's newly articulated "super premium" positioning.

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Podcasting is still growing at a fast clip - two times faster than digital advertising overall.But it's in the midst of a slowdown, in part because programmatic podcast advertising technology is still in its infancy.The slump has led to a slew of layoffs and canceled podcasts from NPR, Spotify, iHeart Media, SiriusXM and Sony Music.

* By Michael Bürgi



The use of generative AI across the media landscape seems to get more ubiquitous by the week.In yet another example of its broad application, digital video ad firm Pixability is employing ChatGPT to improve brand suitability standards and boost confidence for advertisers looking to invest dollars in content on YouTube and other digital video platforms, while also speeding up the process dramatically.

We are excited to announce that Yieldbird, the company known for its success in boosting publishers' revenue through innovative programmatic advertising solutions, is now entering the UK market.With a solid reputation built from working with industry leaders such as Vinted, Mediawire, and Agora, Yieldbird has a proven track record of delivering outstanding results for its clients.

In the rapidly growing creator economy space, even the creators themselves struggle to price their wares.U.S. advertisers are anticipated to spend over $6 billion on influencer marketing this year, per Insider Intelligence.But creators still aren't sure how big a piece to claim from this pie, a new report from social media management platform Later and influencer marketing platform Mavrck finds.

Publishers are facing challenges on three fronts.First, they must prepare for cookieless identity, which means sifting through several dozen distinct identity providers.Second, they need to comply with new state-by-state data privacy laws.And third, they are working within an industry facing broad economic headwinds, including layoffs.

With us were Jeanine Wright, the COO of Wondery, James Cridland, Editor of Podnews, Daniel Albright, President/Co-Founder of Tenderfoot.TV, and Mayowa Ajayi, Managing Director at Guggenheim Partners.We discussed continued consolidation, monetization, content trends, YouTube, discovery and more.Here is a summary of our 'View from the Top' panel, edited for clarity.

Linda Yaccarino, NBCU's (now former) chair of global advertising, is leaving the broadcasting giant to become Twitter's new CEO.Yaccarino has deep connections in the advertising industry and is a strong choice to revive Twitter's flagging ad business - assuming Musk stays out of her way, says Lou Paskalis, chief strategy officer at Ad Fontes Media, in conversion with .

Pitching - and hopefully winning - new business represents the lifeblood of any agency, media or otherwise.We all know that churn in this business is a constant, so filling the new-business pipeline is essential to success and growth.But equally true is how truly grueling and unsatisfying the process is.

As it works to provide more tools to facilitate brand safety in ad placement, Meta has launched a new set of inventory filters for Facebook and Instagram Feeds , which will provide a simple way for brands to avoid unwanted association with potentially offensive, or otherwise undesirable content.The default Meta ads setting will show ads next to content that both adheres to Meta's Community Standards, and meets its monetization eligibility criteria.

Netflix's ad tier just got an upgrade.Top line
When Netflix first launched its ad-supported tier at the end of 2022, it said capabilities from DoubleVerify would arrive in the first quarter of this year.Now, the streamer has delivered on that promise.Between the lines
DoubleVerify initially partnered with Netflix at launch to help the streaming service verify the viewability and traffic validity of its ads as the service waded into ad-supported content for the first time.

Almost every service we use on the internet is basically a platform for advertising, especially search engines.Advertisers pay to get their sites at the top of search results, have their businesses show up on digital maps or populate their products at the top of shopping carousel pages.The search engine companies are not only paid, but get data about what users want, which they can then turn around and use to sell more advertising.

The programmatic market is moving from open to curated solutions, bringing access to 'premium' supply
The programmatic market could be moving from an open marketplace model, where everyone transacts with one another, to a more controlled, curated, environment.Curated marketplaces are seen as opening up 'premium' opportunities for publishers and advertisers, improving brand safety in in contextual environments for targeted audiences.

IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, announced the findings of its 2023 Brand Safety Poll.157 industry professionals from across the digital advertising value chain gave their opinions on how brand safety has been tackled over the past 12 months, providing insights on what action needs to happen in 2023.

Integral Ad Science (IAS), a global leader in digital media quality, has published the results of its work in Indonesia with Samsung and Mindshare to drive positive business outcomes with pre- and post-bid media quality.Mindshare and Samsung partnered with IAS to explore if adding pre-bid to the advertiser's current post-bid strategy would improve their media quality metrics and KPIs.