UNILAD - Brand Safety
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Transcript of UNILAD - Brand Safety
BRAND SAFETY
WHAT IS BRAND SAFETY?BRAND SAFETY
SOURCE: IAB GUIDELINES APRIL 2017
Keeping brands safe when they advertise online, not letting their ads end up next to inappropriate or illegal content… to minimisethe risk of misplacement, protect the reputation of brands, and ultimately stop the unethical funding of content and services which infringe copyright.
ADS ON ILLEGAL OR INAPPROPRIATE CONTENT
THE BLANKET APPROACH
TAGGING IN THE CMS
MANUAL APPROVAL FOR MONETISATION
NOT DISCOVERABLE FROM SAFE CONTENT
BRAND SAFETY
DEPICTIONSOFVIOLENCE
BADLANGUAGE
FRIGHTENING/UNSUITABLEFORCHILDREN
REFERENCINGSEXUALBEHAVIOUR
DISCUSSINGDRUGUSE
XENOPHOBIAANDEXTREMISM
TEACHINGORENCOURAGINGGAMBLING
MISPLACEMENT OF ADS
THE TECH APPROACH
USING TECH TO CATEGORISE CONTENT
PASS CONTENT CATEGORY CLIENT SIDE
CALL APPROPRIATE AD STACK SERVER SIDE
BRAND SAFETY
VIEWABILITY
ENGAGEMENTRATES
TRUSTSCORE
ADVERIFICATION
COPYCATEGORISATION
SEGMENTATIONOFAUDIENCE
UNETHICAL FUNDING OF SERVICES
THE LEGAL APPROACH
STRUCTURING RESPONSIBLE CONTRACTS
POLICING ADHERENCE
CONTINUAL DIALOGUE
BRAND SAFETY
MONITORINGPROGRAMMATICACTIVITY
SANCTIONINGOFFENDINGVENDORS
BLOCKINGUNSAFEBUYERS
UNDERSTANDINGLEGALRESPONSIBILITY
IMPLEMENTINGSTRUCTUREANDPROCESS
ENFORCINGINFRINGEMENTPOLICY
BRAND SAFETY
BUYERS MOVE CLOSER TO THE SUPPLY CHAIN
UNDERSTAND THE ENVIRONMENT
VENDORSEVANGELISE THE TOOLSEDUCATE THE INDUSTRY
APPREHEND SHADY BUYERS
PUBLISHERSETHICAL CONTENT
RESPONSIBLE POLICIESEDUCATING BUY SIDE ON PRACTICE
WE ARE ALL RESPONSIBLE
QUESTIONS