Programmatic advertising helps brands engage customers through sophisticated audience targeting and segmentation, but there remains an inherent risk in the industry that ads may appear in environments that are not relevant to brands’ target audiences , or that do not align with advertisers’ values and orientation.
With over a decade of experience, the Peer39 team from the multinational Sizmek , world leader in multi-screen advertising campaign optimization and programmatic buying, has just launched a guide to help brands maximize the value of programmatic impressions without risking the safety of their image on the Internet. The document “How to keep your brand safe in a Programmatic world” includes specific practices to ensure brand safety.
Peer39’s sophisticated technology is unique in that it interprets the meaning of armenia phone number words and phrases on each page in up to twelve languages, including Spanish, to determine contextual rankings using a complex semantic algorithm and machine learning. With more than 170 million pages crawled daily, Peer39 instantly provides all the information needed to ensure that the ad appears in the safest, highest quality and most relevant context.
This avoids a potential risk of fraud in programmatic buying, the display of the advertisement next to possible offensive content or fake and objectionable news or in fraudulent mobile applications.
Navigating the increasing number of fake news stories online, which are used by those responsible for creating public confusion about current events, has become a global challenge for brands in the advertising industry. Since this is still uncontrolled, brands must ensure that their ads do not appear next to such supposedly objectionable content to avoid damaging their image.
The advantages of programmatic advertising are endless for advertisers in terms of reach, efficiency and personalization, although its large audience scales and speed of operation take away control when it comes to placing the ad. In an environment without security risks, brands can focus on what really matters: creating effective advertising, with impressions that captivate the audience.
Peer39 has organised a webinar to help agencies and advertisers ensure brand safety in programmatic buying in the face of fraud risks.