Protecting Your Brand and Budget
Do you wake up in the middle of the night worried that your ads are being published on controversial sites or in content which contradicts your brand’s identity? Well, you aren’t alone… brand safety is a major concern for most marketers in the US. According to a survey done by Trusted Media Brands (TMB) and Advertiser Perceptions at the end of 2017, brand safety finished in the top 3 results for most concerning issues marketers face, just behind ROI and viewability.
The programmatic buying of ads essentially allows marketers to find their potential customers across many environments. Since the popularity of buying programmatically has recently increased over direct buying, brands are now finding their audience wherever they may be viewing content. The improved targeting capabilities provide the potential to have one of your ads placed on a site, or in content that may jeopardize the perception of your brand to loyal customers.
Having your ads published on unsafe sites has its diminishing effects, such as damaging your brand name with potential customers, resulting in a loss of revenue. According to a report by eMarketer, “research specifically found 51% of US millennials and Gen Xers were less likely to purchase from brands after seeing unsafe ad placements, and 70% would not recommend or purchase from brands that advertised against ‘offensive, hateful or derogatory content’”. Advertisers are alarmed, which is why marketing strategies have shifted with the rise of fraud and the resulting effects it can have to a brand’s bottom line. Now, brand safety is the highest priority when making decisions on where to allocate spend. Channels with brand safe environments will see a large increase, according to the eMarketer survey about CMOs digital strategy moving forward.
Just recently, we surveyed 425 prospects or customers about fraud, and 63% of respondents put the onus on the ad tech provider. These results are in line with YouAppi’s overall mission to protect the advertiser from fraudulent activity while delivering high-quality growth. We have assembled a dedicated fraud team of data scientists to monitor your campaigns and prevent your ads from being displayed on any unsavory sites. Our engineers developed the YouAppi App Scanner™, which is a proprietary tool that alerts our fraud team when ads are being displayed in content that you do not want to be associated with your brand. In addition, we also use Moat (brand intelligence product), and have added two layers of traffic verification tools: White Ops and Fraudlogix. For example, we provide a pre-bid and post-bid anti-fraud solution, viewability probability, spoofing, time since registration monitoring, and blacklist flags. With all of these protective measures in place, you can sleep well knowing YouAppi is protecting your brand. To have a growth expert contact you, sign-up here.
Sandor Jones | Product Marketing Manager