Case Study: Vice Media Group on the ‘urgent need to reclaim 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
More in Marketing
Creators fast-track efforts to rely less on platforms amid intensifying TikTok uncertainty — here’s where they’re going
Creators are growing more proactive and more explicit with their attempts to divert fans off of TikTok as a ban or sale becomes a likely reality.
Comcast tempts DTC brands away from paid social due to rising costs and brand safety issues
Comcast hopes to tempt away DTC advertisers from performance-focused channels and lead them toward TV and CTV inventory
‘Curation can be a vacuous term’: The Trade Desk plans to redefine ad quality outside the walled gardens with Sincera
Where the bidstream provides transactional data, Sincera’s analytics dive deeper, tracking the quality of data signals from publishers and content owners.