Why 'brand suitability' is replacing brand safety

Overzealous brand-safety strategies are costing both publishers and advertisers millions in terms of wasted impressions. To solve the issue, both groups are using more nuanced, contextual ad-targeting strategies to discern whether the content on a page is suitable for ads.

January 24, 2020

Engagement fraud among Instagram influencers continues to be a problem for marketers. To combat that, marketers are looking to other metrics and re-evaluating what they use influencers for. Read more below. Influencer fraud continues to be a problem for marketers, particularly on Instagram, per a new report. There are few things people can be certain of in life, but one is that Google will always try to do whatever is best to support a key source of its revenue: advertising. Amazon is throwing a kitchen sink of streaming inventory at advertisers, based on a recent pitch deck that the company has shared with ad buyers. Now that a six-month grace period is over, the ICO says it will come down hard on those ad tech vendors still playing fast and loose with General Data Protection Regulation compliance. Other things to know about This week we announced the shortlist for the Digiday Video Awards. Congratulations to Hulu, ESPN, Viacom and the rest of the finalists. View the full list here. For publishers, the longtime predictions have come true: third-party cookies are on the way out and profound changes to data privacy laws are here. Neither spell disaster, but both demand swift and smart responses from publishers who must adapt. Help us separate the facts from the buzz — publishers, what are you changing right now, what will you change next? Complete our survey for a free $5 Starbucks gift card. Sponsored by CafeMedia. Top Stories The Programmatic Marketer Why 'brand suitability' is replacing brand safety Overzealous brand-safety strategies are costing both publishers and advertisers millions in terms of wasted impressions. To solve the issue, both groups are using more nuanced, contextual ad-targeting strategies to discern whether the content on a page is suitable for ads. howdy! Beyond Ads Newspapers chase philanthropic grants to fill coverage gaps For-profit publishers are now competing for foundation funds previously primarily sought by nonprofit newsrooms and individual editors and reporters. Sponsored by Brightcove The new OTT imperative By defining the right OTT strategy for your business — and executing on it to achieve the best results — you can launch and grow a successful service in today’s competitive market. Advertisement howdy! DIGIDAY+ MEMBER EXCLUSIVE The Rundown: In an age of consolidation, agency brand names make a comeback The consolidation of firms will continue to change the agency business. But it may not mean agency brand names will keep disappearing. Sponsored by Zeotap Customer intelligence: The data revolution of a new decade Marketing technologies of the past have focused on improved data capabilities, but have left out a much needed extra layer of intelligence that’s essential in making smarter, real-time, marketing decisions. howdy! WTF Influencers 'Definitely a concern': Influencer fraud is on the rise again on Instagram Engagement fraud among influencers continues to be a problem for marketers. To combat that, marketers are looking to other metrics and re-evaluating what they use influencers for. Advertisement Sponsored by Nexstar Digital Four digital media thought leaders on what’s next for marketers in the new year OTT transformation, the shift to impressions-based currency and even the 2020 elections all pose risks and rewards for marketers looking to keep pace in 2020. howdy! 'Deadspin's too good a site to let it die': A Q&A with new Deadspin editor-in-chief Jim Rich The former editor of the New York Daily News talks about Twitter mobs and how the new Deadspin will look different from its previous incarnation. howdy! Content & Commerce Meredith sees a future for new magazines, particularly tied to a celebrity This year Meredith has already announced the launches of two new celebrity-led titles, which are aimed at drawing more consumer revenue. All Latest Stories Flighthouse CEO Jacob Pace on building a media company on TikTok Flighthouse CEO Jacob Pace on TikTok: If it really wants "to be a big player that's going to be around for a long time, I feel like it needs to go toward more original content."

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