Context and brand safety today
Many brand safety pitfalls and missteps can be attributed to tactics that aren’t adapted for today’s content and news cycles. Context—understanding the true meaning of a page and accounting for nuances in language and interpretation—matters. Widely used brand safety tactics, such as keyword and URL blocking, don’t support the interpretation of nuances. This conundrum often pits brand safety against scale, when in reality, the two don’t need to be mutually exclusive.
But it is not just about conundrums and challenges. Research suggests advertisers are reluctant to move away from what they know best. We all get comfortable with what we know. Even with the advanced technology and solutions that allow for full-page contextual analysis, the rudimentary tactics of keyword blocking persist. Why? Well, in addition to comfort levels, it’s likely that the majority of digital advertisers aren’t aware of what a better alternative could look like, how new tactics and solutions work, and, ultimately, how easy it would be to benefit from them.
At a high level, context benefits brands and advertisers in terms of safety and scale. Modern contextual technologies maximize the impact of every dollar spent, yield a higher volume of brand conversions, and boost customer acquisition. Contextual intelligence assures immediacy, relevance, brand safety, and insights and can increase reach while preserving targeting.