Brands should take a refined approach to brand safety and suitability

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 05, 2022, 3:34 PM GMT+0

They can also consider GARM standards to help third-party verification vendors avoid inappropriate content without standing in the way of monetising content.

Businesses today are keen to protect themselves against fraud, awkward placements and funding misinformation. But, by sticking to traditional approaches like creating a list of “problematic” keywords, brands are more likely to reject content that addresses important social or environmental issues – and eventually diminish their campaign’s scale and performance to boot.

Instead of putting broad terms like “LGBTQ and Black Lives Matter” on an exclusion list, companies can consider using contextual technology and following standards – like GARM – to differentiate between articles with news value about topics like terrorism and content that promotes terrorism. This refined approach can also help brands avoid missing out on content pieces that could have a positive impact on the brand’s bottom line.

Brands can also develop definitions of concepts such as gender and racial equality by using academic research to guide them. It can help ad buyers identify news stories about social change and diversity issues, which would otherwise be blocked based on traditional brand safety and suitability methods.

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