#brandsafetytools

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Brand Safety: Protect Your Brand Integrity in The Digital Ecosystem

Imagine working countless hours to perfect your brand identity and persona, only to have it decimated in the mind of a potential customer in a matter of seconds.

This isn’t a hypothetical horror story.

Most brand owners and teams spend considerable time and even more effort building their brand. It’s a harsh reality for many brands in the recent past. The culprit? Lack of vigilance to ensure brand safety.

A few years ago, a media buying agency pulled its advertising budgets from YouTube and Google Display advertising platforms because of an article highlighting the appearance of ads next to neo-nazi and other forms of extremist content.

Just like the placement of ads next to ‘wrong’ content is bad for the brand’s perception, placement of the same ads next to complementary content can potentially drive better results. Ensuring the same is known as ensuring brand relevancy in digital advertising.

Click here to read more about brand safety

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Meta Brand Safety Tools: 5 Essential Ad Control Features

As digital advertising evolves, safeguarding your brand’s image online is critical. Meta brand safety tools have introduced significant updates to help businesses manage how their ads are displayed across Facebook and Instagram. These updates provide advertisers with increased control over their ads, from comment moderation to specific profile exclusions, ensuring a safe environment for brand promotion.

In this article, we’ll dive deep into the latest features of Meta brand safety tools, explore how they work, and discuss how you can use them to protect your brand’s integrity while maximizing the effectiveness of your campaigns.

Meta Brand Safety Tools: Meta Ad Placement Controls

One of the most prominent features of the recent Meta ads control updates is the enhanced Meta ad placement controls. These allow brands to determine exactly where their ads appear, providing the flexibility to avoid placements on profiles that might be harmful or misaligned with their values.

By utilizing Meta ad placement controls, advertisers can:

Block ads from appearing on specific Facebook and Instagram profiles.

Upload a list of profiles where they don’t want their ads to show up.

Increase control over the environments where their brand is displayed, ensuring a safer ad experience for both the business and the audience.

Also Read: GoDaddy Launches All-in-One Marketing Tool to Help SMBs Enhance Their Digital Marketing Efforts

Meta Comment Control Tools

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Meta has also rolled out a new way for advertisers to manage the conversation around their ads with Meta comment control tools. These tools allow businesses to disable comments on ads during the ad setup phase, ensuring that brands can preemptively avoid negative commentary or spam before the ad goes live.

Key features of Meta comment control tools include:

The option to either turn off comments entirely or allow them on all ads.

Greater control over sensitive campaigns or promotional periods where feedback might pose a risk to the brand.

A way to maintain the ad’s focus without the distraction of irrelevant or harmful comments.

While disabling comments can be seen as limiting engagement, it can be an essential feature when a brand needs to mitigate potential PR issues or control the narrative more tightly.

Brand Safety Features on Meta

Meta’s commitment to brand safety is further strengthened by its enhanced brand safety features on Meta, which now give businesses more autonomy over their ad placements and audience interactions. Meta’s brand safety measures include:

The ability to block ads from being shown on certain types of content or profiles.

Integration with third-party block lists, ensuring businesses can exclude inappropriate content more easily.

Filters that work across both Facebook and Instagram to prevent ads from appearing alongside unsuitable content.

These tools are designed to protect brands from appearing in contexts that might damage their reputation.

Also Read: The Role of AI in Digital Marketing: A Game Changer

Meta Ads Control Updates

Meta’s continuous improvements have brought several Meta ads control updates aimed at providing advertisers with a smoother, more customized ad management experience. Among these updates, Meta now supports working with Meta Business Partners to create third-party block lists that will prevent ads from appearing in problematic placements.

Highlights of the Meta ads control updates:

Partnership with businesses to develop custom block lists that prevent ads from appearing in unsuitable environments.

Integration with tools like the Meta Brand Safety and Suitability Center, which allows advertisers to fine-tune their ad placements and control the content their ads appear alongside.

An enhanced user interface for easier management of brand safety settings.

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Guarding Your Reputation: The Importance of Brand Safety 

Brand safety is the measure to ensure that brand ads appear in a relevant and safe environment. As the digital landscape evolves, protecting the image of the brand is an essential task, and companies want to distance themselves from destructive or false content.

This includes selecting places where ads will appear and using technology to filter unsafe or bad environments. Some other effective measures include working with verified publishers, using AI-ML-based content verification tools, and continuously monitoring ad performance.

Since brand safety helps businesses win the trust of their audience and build customer loyalty, many businesses are now shifting to brand safety.

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Target with Confidence: Contextual Ads & Brand Protection

Contextual ad targeting is the best strategy for mass advertising as it delivers ads based on what a user is currently engaged with. Thus, brands can serve appropriate ads by breaking down keywords, themes, and overall content of a webpage. This works great in improving user experience while increasing the conversion rate. Most important with contextual targeting is that brand safety has to involve relevance, meaning that the ads must appear alongside suitable content. It avoids all possible instances of communicating inappropriate or sensitive subjects to the market in association with the brand. It enables a positive brand image with effective communication to the target audience.

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Adapt or Fail: Contextual Advertising in a Post-Cookie Landscape in UAE

Contextual advertising is a practice wherein marketers place ads that are relevant to the content of the web pages where they will be shown. For instance, a car ad would be shown on a website related to automobiles, and you might see a toothpaste ad on an oral healthcare portal. There might also be an advertisement for pens in a news article about school exams. Contextual Advertising targeting programmatic is not based on cookies, but on keywords or the topic of the website. This is not only going to make targeting more efficient for the marketers, but it will also improve the experience for the consumers as they will not be bombarded with irrelevant and repeat advertising across platforms during their online activities.

For marketers to overcome this risk and ensure brand safety contextual AI holds the key. Contextual AI tools are capable of analyzing the content of a webpage including the images on it. This enables the system to identify whether the content is safe, positive, and aligned with the ad or not.

Click here to learn more about the Contextual Advertising.

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Advertise Fearlessly: Best Practices for Brand Safety in the Digital Ecosystem

The CNN-Applebee controversy that happened in February 2022 brought a serious problem faced by digital advertisers to light. The TV news channel ran a “squeeze back” ad for Applebee’s, which was displayed right next to their coverage of the Russia-Ukraine conflict. This attracted a lot of backlash from the public.

The problem of advertising adjacency issues is even more serious in the digital world. While TV advertisers know exactly what content will be shown along with their ads, this isn’t true for most online advertisers. While the Applebee incident might have been the result of oversight, the truth is that with TV ads, advertisers have the freedom to make decisions in the interest of their brand safety best practices.

Take A Fearless Approach with mFilterIt

While paving the way through the turbulences of digital advertising, advertisers can still advertise with confidence with the right solution in their hands. mFilterIt empowers advertisers to leave a sigh of relief when advertising by providing the assurance that their ads are placed in a safe environment.

mFilterIt’s brand safety solutions software will help to detect unsafe ad placements adhering to the GARM guidelines. It also analyses the content beside the ad placement based on contextuality and relevancy and ensures the ad is placed in a safe and relevant ad placement.

To read more visit Brand Safety in the Digital Ecosystem

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What’s the Deal with Brand Safety in Advertising?

Many organizations are currently at risk of disappearance if they do not invest in these concepts. Thus, it is necessary to understand what they mean and how they can be effectively used to guarantee the protection of a brand’s name in the online world. In this way, you will be able to avoid the main effects of unwanted online advertising.

The purpose of this article is to explore the importance of brand safety in advertising and the steps to be taken to make it positive.

A digital advertising campaign is a great way to reach potential customers and promote your brand. In order to protect your business’s reputation, you must place your ads in a safe environment. Make sure your brand is safe by avoiding the common brand safety issues.

If you’re looking for a reliable solution that won’t compromise your brand safety, look no further than mFilterIt.

Click here to read more about brand safety.

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Adapt or Fail: Contextual Advertising in a Post-Cookie Landscape

All over the world, the rising concern about data security and user privacy has led to a major transformation in the way online marketing is conducted. Regulations like GDPR rendered cookies less effective, and now the third-party cookies which are the backbone of behavioral tracking for marketers, are being removed by browsers. By 2024, marketing campaigns will no longer be run by tracking using the third-party cookies that helped to identify the customers online and show them ads wherever they go. The ad placement in the cookie-less world will be defined by contextual advertising.

What Is Contextual Advertising?

Contextual advertising is a practice wherein marketers place ads that are relevant to the content of the web pages where they will be shown. For instance, a car ad would be shown on a website related to automobiles, and you might see a toothpaste ad on an oral healthcare portal. There might also be an advertisement for pens in a news article about school exams. Contextual targeting programmatic is not based on cookies, but on keywords or the topic of the website. This is not only going to make targeting more efficient for the marketers, but it will also improve the experience for the consumers as they will not be bombarded with irrelevant and repeat advertising across platforms during their online activities.

mFilterIt’s media brand safety solution ensures that the ads are not appearing beside objectionable content resulting in safeguarding the brand’s reputation.

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Role of Brand Safety in Digital Advertising

Considering that the content of the advertisement and the placement of the advertisement as different components that have no impact on each other will be wrong. Consumers connect with brands as an implicit endorsement of the brands that it is associated with in terms of placing their ads alongside. Bad implicit may tarnish your brand image to an irreparable extent. Brand safety is vital because:

Helps in building and maintaining reputation and even retaining the existing customers as the customers do associate with advertisements placed on high quality websites and other similar platforms.

Favorable or otherwise, associations affect the efficacy of digital marketing activities. Abiding by brand safety parameters affirms confidence in consumers enhancing customer loyalty and brand integrity.

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Brand Safety on Social Media: How Do You Do It?

Digital marketers are increasingly concerned about brand safety in the wake of fake news and potentially offensive content. Innovations like social media platforms and programmatic advertising that has added efficiency and scale to digital marketing have also made it more difficult to control where your brand appears. Consumers are often in charge of social media environments, rather than publishers.

Over the past few years, the use of social media has increased significantly. One in four consumers spends more than five hours a day on social media, according to a recent study. Facebook tops the popularity rankings, with 83% of respondents confirming they have an account, while YouTube is second.

Yet video-based platforms such as TikTok, which recently reached one billion users globally, have emerged stronger from the pandemic.Read more

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Role of Brand Safety in Digital Advertising

Brand marketing has evolved with time. In the past, it was more of contextual targeting that was focused on spending the ad budget in purchasing the ad spaces with the relevant sites only. However, the landscape changed with programmatic advertising. The advertiser started losing control on where the ad will be placed as the focus shifted towards behavioral targeting.

While the focus is towards targeting the right audience, it is crucial to ensure the brand reputation. For example, if the ad for a beauty product gets placed on a website that has anti-social content, it will surely tarnish the company’s reputation. In 2017, reputed brands like AT&T and Verizon withdrew themselves from online ad purchases as their content was appearing alongside the terrorist sympathizers content.Read more

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The Power of Perception: Navigating Brand Safety in the Era of Fake News

Fake news is no less than a plague in the online ecosystem. The list of people and organizations suffering from fake news seems to be growing indefinitely. However, digital advertisers have been a part of this list for some time now.

That’s right. Even if your brand has nothing to do with politics or the ongoing current events, if you are engaged in digital advertising, your brand may suffer harm because of fake news. More specifically, fake news can lead to long-term reputation harm for brands.

If that sounds alarming, it is because this is an alarming matter, and in this article, we will be diving deep into the details.Read more

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The Myths Around Brand Safety and How to Combat Them

In explaining brand safety, people often use the example of how a display campaign can go wrong. An example is an ad for a family-oriented brand appearing on a site with adult content. As another example, an airline advertisement will run alongside a news article about a plane crash.

An ad inserted in such a way could start a public relations firestorm and ultimately damage the brand’s reputation. The purpose of a brand safety solution is to prevent such things from happening. Although these examples are vivid and easy to understand, they may make brand safety sound simpler than it is.

An online survey found that 51% of millennials and Gen Xers are four times less likely to purchase and three times less likely to recommend a brand when they see ads in unsafe environments, even if the placement was not the brand’s fault. Unsafe ad placement can have lasting negative effects on your customer.Read more

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The Power of Perception: Navigating Brand Safety in the Era of Fake News

Fake news is no less than a plague in the online ecosystem. The list of people and organizations suffering from fake news seems to be growing indefinitely. However, digital advertisers have been a part of this list for some time now.

That’s right. Even if your brand has nothing to do with politics or the ongoing current events, if you are engaged in digital advertising, your brand may suffer harm because of fake news. More specifically, fake news can lead to long-term reputation harm for brands.Read more

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From Vulnerability to Vigilance: Navigating Brand Safety in 2023

Ensuring brand safety in the online ecosystem is becoming a growing concern for modern brands. A large chunk of marketers has started recognizing the threats against their brand’s safety. Misinformation, wrong messaging, bot traffic, and “algorithms” are just some of the many serious threats facing brands these days.

In a survey of over 600 leaders at top brands, agencies, and media buying companies, 40% expressed that they expect threats to their brand safety to grow in 2023. While that is an alarming number, the good news is that the awareness needed to push back against such threats is increasing.Read more

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How to Ensure Brand Safety on Social Media Platforms?

Protecting the brand assets on social media platforms is as important as taking care of the offline assets. Brand safety is avoiding media placements that would negatively impact the brand’s reputation. Brands can suffer serious consequences like negative publicity and trolls if brand safety isn’t ensured.

Usually, the parent’s phone is accessed by children resulting in their exposure to all kinds of content on social media apps. In 2018, a CNN news article stated that 50% of parents of children between the 10–12 age group and 32% of parents with 7–9-year-old children stated that their kids began using social media in the first six months. Moreover, 17% of parents stated that they didn’t have parental control over social media apps.Read more