Introduction


The metrics that are valuable for understanding and tracking brand safety will differ across organizations and across different points in the supply chain. But there is a common set of key concepts that can help organizations work more effectively internally, as well as with their partners. Quality measurement starts by clearly defining what questions need to be answered.

Once these questions are identified, a realistic project plan can be devised, and then data can be sourced, stored it, and have analytics built around it.

Foundational Definitions


General Invalid Traffic Traffic that comes from known, nonhuman sources on publicly available IP lists. It can be identified through routine means of filtration by verification tools. Some GIVT is legitimate, some GIVT is malicious.

Sophisticated Invalid Traffic Nonhuman traffic that is more difficult to detect than General Invalid Traffic (GIVT), and requires advanced analytics, multipoint corroboration/coordination, or significant human intervention to analyze and identify.

Viewability Viewability is an online advertising metric that measures the number of impressions viewed by real, human users. A served impression does not necessarily count as a viewed impression, if it is served outside a live window or is served to a bot.

BSI Spotlight: Brand Safety Standards


Resources

Learn From the Experts


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George Ivie and Ron Pinelli, Jr.

Ron Pinelli, Jr. and George Ivie of the Media Rating Council (MRC) discuss the MRC’s role in establishing standards and procedures across the digital advertising ecosystem, and how those standards help keep brands safe.

Shailin Dhar and Marc Goldberg

Shailin Dhar, Founder and CEO, and Marc Goldberg, Chief Revenue Officer of Method Media Intelligence (MMI), share the importance of accurate data, and getting the most out of your verification efforts.

Jay Pinho and Joe Barone

Jay Pinho of Oracle Advertising, and Joe Barone of Group M tell advertisers what to look for in a potential verification partner, how to set benchmarks to gauge performance, and discuss CTV’s verification challenges.

Eric Warburton

Eric Warburton, VP of Ad Operations at Horizon Media, shares insights about balancing cost and viewability standards, quarterly audits with verification and brand safety partners, and the pros and cons of participating in product betas.

Brand Safety Metrics and Measurement News