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.

Learn more by downloading Brand Safety Metrics 101

Brand Safety Metrics & Measurement News



Brand Safety Metrics 101

A thorough introduction to the fundamental concepts of viewability, invalid traffic (IVT), and malware threats, and a way to think about the challenges of data collection.

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Brand Safe Market Inefficiencies

This new treatise describes how a BSO can adopt the approach of groundbreaking baseball general manager Billy Beane (of “Moneyball” fame) by using modern statistical analysis techniques to show that being brand safety conscious gives an organization a real leg up when it comes to the bottom line.


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.

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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.

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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.

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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.

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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.

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BSI can help you master your brand safety and suitability challenges.

Innovation in Brand Safety Metrics & Measurement

TAG TrustNet

The Trustworthy Accounting Group (TAG) demonstrates TrustNet, an always-on initiative to drive transparency, accountability, and efficiency across the digital advertising industry.

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Identification: It's as easy as A-B-C

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.

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