Case Study: Vice Media Group on the ‘urgent need to reclaim brand safety’

brand safety

The topic of brand safety is ever evolving for publishers, but the issue got a new spotlight over the summer as media organizations worked tirelessly to give audiences a slew of information on news cycles including the Covid-19 pandemic and social unrest movement.

While the moment gave the ad industry a chance to reexamine their blocklists, there is still work to be done, said Ryan Simone, director of global audience solutions at Vice Media Group, at the Digiday Publishing Summit on March 12.

Simone — who reiterated that there’s an “urgent need to reclaim brand safety” — has helped lead the effort to revamp the process at Vice, which included a recent partnership with Oracle Data Cloud to see how a keyword blocking strategy at the news organization performed.

“Journalism is important and when we put in place blocklists, we regulate journalists and content creators in how they can speak truthfully — which is so important, provided the current climate,” Simone said.

The study found multiple missed opportunities, including that 93% of URLs classified unsafe by the blocklist were determined to be safe under Oracle’s contextual solution.

Here is Simone’s case study. Click on the magnifying glass icon below

https://digiday.com/?p=400429

More in Marketing

With TikTok deadline, agencies are ‘staying the course’ but prepared to respond this weekend

This time around, eight agencies and influencer marketing execs told Digiday that their general sentiment going into the April 5 deadline is more calm and confident.

More brands are blending deterministic and probabilistic data for hybrid targeting approaches

Advertisers are exploring AI-assisted lookalike modeling for new audience targeting approaches — brought on by the fading third-party cookie.