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
As destination travel takes off, the ‘Big Easy’ is experimenting with AR/VR to draw visitors
As travel, and travel tourism, return to pre-pandemic levels, New Orleans is leveraging AR/VR technology marketing to stand out and capture more traveler attention.
Why companies like iHeartMedia, NBCU rely on homegrown IP to build metaverse engagements
The success of recent brand activations is evidence that media and entertainment brands are the companies best equipped to build metaverse spaces that can dodge online skepticism, thanks to their wealth of owned IP.
How sunglasses brand Quay retooled its advertising to be less reliant on performance marketing following iOS changes
Prior to the iOS changes, Quay was spending the majority of its ad dollars on performance marketing tactics and influencer marketing.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
What beauty brand Fenty can gain from Rihanna’s Super Bowl halftime show
Following a roughly six-year hiatus from music, Rihanna is returning to headline the NFL Super Bowl halftime show. The residual effects for her Fenty brand will be paramount.
Skills shortages and legal uncertainty curtail marketers’ in-house ambitions for programmatic
IAB Europe survey reveals a significant in-housing slowdown with only 16% of marketers employing it as a model for programmatic trading.