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.
Learn from the Experts
Shailin Dhar, Founder and CEO of Method Media Intelligence (MMI), and Marc Goldberg, Chief Revenue Officer of MMI, share specific information about the importance of accurate data, getting the most out of your verification efforts, and what the Brand Safety Officer (BSO) needs to do to help companies stay out of trouble.
Dave Byrne, Global Head of Brand Safety & Industry Relations at TikTok, tells you how to maintain lines of communication in the digital advertising world, how industry frameworks and standards help boths sides of the conversation, and how TikTok works with agencies and marketers to improve brand safety.
Scott Cunningham, founder of the IAB Tech Lab and a BSI Advisory Board member, talks about brand safety and suitability when it comes to local news, and about his work with the Local Media Consortium (LMC), which how it helps media buyers identify and prioritize local audiences.
BSI Advisory Board members Jay Pinho of Oracle Advertising and Joe Barone of Group M tell advertisers how they can create, maintain, and improve their relationships with their verification and brand safety partners. Topics covered include what to look for in a potential partner and how to set benchmarks to gauge performance, as well as specific topics such as CTV’s verification challenges.
Eric Warburton, VP of Ad Operations at Horizon Media, shares his insights about setting benchmarks and verifying performance, balancing cost and viewability standards, the pros and cons of participating in product alphas and betas, and what goes into -- and what can be learned from -- quarterly audits with verification and brand safety partners.
Innovation in Brand Safety Metrics & Measurement
The Trustworthy Accounting Group (TAG) demonstrates TrustNet, an always-on initiative to drive transparency, accountability, and efficiency across the digital advertising industry.
Common identifiers enable everyone (people and systems) to talk to each other in the same language. This is imperative to meet the increasing challenges and requirements within the advertising supply chain today.