[Marketing Report] Bob Koigi: Advancing brand safety solutions

As advertisers increasingly demand brand safety and suitability measurements in user-generated content environments, companies are coming up with solutions that are  delivering transparency in their campaigns while ensurng advertisers avoid content deemed unsuitable for their brand

Integral Ad Science , a global player in digital media quality, and Twitter, Inc. have announced the launch of third-party brand safety and suitability measurement on Twitter in the US. With Tweet-level analysis, advertisers can better understand the content that appears adjacent to their ads on Twitter’s feed.

Sourcepoint, the data privacy software company for the digital marketing ecosystem, has launched Vendor Trace to provide publishers and brands with an easy way to monitor downstream vendor behavior on their websites.

With the launch of Vendor Trace, Sourcepoint customers can perform due diligence by easily uncovering the origin of all unauthorized cookies, pixels, and tags. Once all unauthorized scripts have been identified and evaluated, customers can ensure adequate consent measures or commercial terms are in place.

At the same time, Teads, the global media platform, has enhanced its brand suitability and contextual advertising offering through a partnership with Integral Ad Science (IAS), a global leader in digital media quality.

The partnership, which will see Teads integrate IAS’s Context Control solution for avoidance, will ensure advertisers avoid content deemed unsuitable for their brand. Available globally, advertisers can use Teads’ Ad Manager to access IAS’s curated list of contextual segments and optimize their programmatic display and video ad campaigns on a pre-bid basis.

In the advertising space, if there's an early theme for advertising agencies at this point in the year, it's caution. Interestingly this doesn't seem to be the theme for marketers. The number of marketers planning to invest in non-marketing spending in 2023 (59%) jumped 38% points compared to last year, very different from agencies who dropped 20 points in their enthusiasm for investment. This is according to annual 2023 New Year Outlook Survey Report by RSW/US, outsourced agency business firm for marketing agencies.

Smartly.io, the digital advertising platform for creative and performance marketers, has announced new research outlining how companies are using automation and streamlined creative to reach customers on their preferred channels in 2023.

Smartly.io’s fourth annual Digital Advertising Trends Report surveyed 100 leaders across the eCommerce, retail, media & entertainment, travel and financial services industries. The report examined year-over-year findings while exploring new trends that will continue to inform digital advertising and marketing plans in 2023.

In appointments, Publicis Groupe has announced the appointment of Demet Ikiler as Chief Operating Officer (COO) of Publicis Groupe EMEA, bringing a new dynamic of leadership to the region.

Demet joins after over two decades at WPP where she was a member of GroupM’s global leadership team as CEO of GroupM EMEA and WPP Country chair, responsible for scaling and delivering more innovative cross-culture solutions for clients. 

Dentsu has announced it has appointed healthcare industry veteran, Greg Reilly, as President of dentsu health. In his role, Reilly will continue to drive the rapid growth and innovation of health marketing services across dentsu. Dentsu health provides strategic media, creative, analytics, and consulting services for rare disease and specialty pharma, as well as unlocking health capabilities and growth for clients across the global dentsu network.

Elsewhere, Havas Group has announced it has taken a majority stake in HRZN, one of Germany’s emerging independent creative agencies for social media and content.

Founded in 2011 and headquartered in Mannheim with two additional branches in Düsseldorf and Hamburg, HRZN specialises in all disciplines of online-located brand communication – from social media consulting, social listening and analytics to content, brand experience and community management.

Bob Koigi is an editor at Marketing Report EU

 

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