After years of worry, brand security issues have continued to make headlines in 2018. Despite the improvement of the dialogue between brands, media owners and technical partners, it is clear that the performance perceived simplicity of the subject.
The term "brand security" is defined as "the controls that supply chain digital advertising companies use to protect trademarks from the negative impact on the consumer's reputation of the mark ", according to a report co-commissioned by the TAG (Trusted Group),
To date, most brand security efforts have focused on all-or-nothing solutions, blocking everything that could Brand.
Some brands want to block all news placements for a given week until news of an ominous event disappears. These radical exclusions are understandable but can hurt valuable stocks and missed opportunities to reach the desired customer segments in what should be approved premium sites.
As 2019 approaches, brands now have the opportunity to take advantage of customizable capabilities by collaborating with their technology partners to deliver tailored security solutions to campaigns, so that customers can take advantage of customizable capabilities. they are no longer obliged to follow a single method.
Applying Brand Relevance to Brand Security
This often starts with an understanding of the appropriateness of a brand, which is only that. one of the pillars of brand security. For example, the appropriate context for brand messages relating to products for parents of newborns is likely to be different from the context in which single men seek romantic advice.
The job of a technology partner is to understand the needs of the brand and define the benefits that it has to reach particular publishers while explaining the potential risks.
Armed with this knowledge, brand managers can then decide where to draw the line and if and how a partner helps create custom white lists of approved sites or apps – as well as blacklists of those that they must block
There inevitably exist Web pages and applications on which no famous mark wishes to appear; places with highly inappropriate adult content or an abundance of invalid or non-human traffic (TIV or NHT), which encourages illegal downloads or other types of fraudulent commercial or advertising activity.
Standards and Partners Are Essential
The best partners for the purchase of digital media use both to ensure brand security.
technology experts and human experts who evaluate sites as they evolve and review new ones as they grow in popularity.
Technology providers may have the option to review the keywords of a page and exclude this page or application from the program. advertising bid. If, in the worst case, the page is later revealed to be dangerous, they have the diligence and the necessary abilities to prevent the advertisement from appearing in order to protect the brand. But it is essential that these pages be revised before being added to a personalized blacklist for the long term.
A good brand security initiative should not be limited to the basic standards defined by technology partners. Media buying partners should have their own standards so that their messages appear in the best environments for their brands. Some standards to consider are:
ads are fully viewable, the pages on which they appear are not cluttered with advertising, sites have clearly defined privacy policies that comply with agency guidelines such as Google Ads or AdChoice to guard against any liability resulting from GDPR. and new laws in California and other US states.
Push-button solutions do not exist
A true brand partner can create custom whitelists for marketers who want particular contexts – for example, Association with – define luxury or fashion brands – and allow places that other brands might need to exclude. Whitelists and blacklists are evolutionary documents.
The partner should also review the application environments and ensure that these are also appropriate, have a good description, are properly downloaded, have strict privacy policies and are free of charge. 39, a high level of user satisfaction.
These measures must coexist with the knowledge of the partners on how to reach the scale and reach the audience segments desired by the brand, whether on desktops, addressable televisions or OTT screens; in broadcast-type media programs or news websites; or gaming environments on mobile screens.
To ensure the safety of the brand, it is necessary to have a clear and exhaustive discussion of the needs of the brand, to present all available data and options and run to the highest possible level.
Trademark security is an evolving discipline. To execute it means to try to capture a constantly changing target. Negative actors are always looking for ways to thwart systems and circumvent carefully delineated barriers. In 2019, advertisers must understand that an effective brand security protocol requires proactive attention from vigilant experts who continually review sites and environments, know the technologies and platforms, and can deploy them at any time on behalf of their customers.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Danny Macdonald is Head of Investments and Partnerships for Xaxis USA, overseeing its entire network of publishers leading partners, data partners and measures. He and his team are focused on creating and maintaining the media framework that gives power to Xaxis. During his 12-year career with Xaxis and 24/7 Real Media, Danny has held positions in Customer Services and Supply Management. He holds a BA in History from the University of Maryland. He currently resides in Ridgewood, NJ, with his wife and twin daughters.