Lisa Nanu, Head of Marketing & PR.
Italy’s leading digital advertising associations (UPA – the Italian Advertisers’ Association, Iab Italia, Assocom, FCP‐Assointernet, Fedoweb, Fieg, Netcomm, Unicom) met this week to agree a regulatory approach to managing digital communications in line with brand safety, following the launch of the second edition of the Digital Communication white paper on this issue.
How to deal with the challenges of brand safety and brand policy were the key themes industry experts debated; analysing and evaluating risks and opportunities in the market.
But what is meant by brand safety and brand policy?
Brand safety is defined in the white paper as the availability of communication spaces for brands that are in line with the law, while brand policy refers to the management of brand campaigns in line with their specific policies.
The IAB’s position on brand safety reflects ADmantX’s Brand Safety whiet paper – the brand, and its needs and values, are always at the heart of our proposition, and this is fundamental to creating bespoke campaigns, which enhance a brand’s image (Brand Care).
What are the risks and opportunities for brand protection?
The most obvious risk is placing an ad on an illegal website (Brand Safety) or within negative content (Brand Policy), but not meeting the specific requirements of a brand in line with its campaign KPI’s is also a potential pitfall. The Brand Policy risk is often tied to an excessive use of domain blacklists or a protracted list of keywords to avoid, which is likely to limit inventory unnecessarily, especially when buying directly.
To minimise threats and maximise opportunities, it is essential for all industry players involved in the delivery of a campaign – from conception to post-analysis – to be aligned on brand safety and policy.
So what are the tools companies have at their disposal to protect their brands?
Technological innovation in this area has increased the availability of more sophisticated tools for semantic analysis, which move beyond keywords to avoid the drawbacks of false positives and negatives, and consequently allow for a more precise understanding of the content and context of a web page. The media attention surrounding brand safety has also opened up an ongoing dialogue between the market players, which in turn is helping to drive innovation.
ADmantX is the market leader in Semantic technology, which represents the future of brand policy. Only by understanding the real contextual meaning within online content, as a human would do, will advertisers and publishers be able to match ads with relevant page-level content. Thereby guaranteeing total brand protection in terms of reputation and effectiveness of the campaign, without unnecessarily limiting the delivery.
Source: Presentation of the Event of Digital Communication White Paper (UPA – the Italian Advertisers’ Association, Iab Italia, Assocom, FCP‐Assointernet, Fedoweb, Fieg, Netcomm, Unicom)