ORLANDO – What is considered a “safe” digital advertising environment for one brand might be unacceptable to another. For the latter, blacklisting entire websites or domains is one solution, but it doesn’t have to be that way.
This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables cross-platform targeting based on audience segments while drilling deeply into website content.
“One of the keys there is safety can have a different specific meaning depending upon whom you are as a brand,” says Aaron Fetters, SVP National Agencies & CPG Business at comScore.
“What our capability enables is for a brand to be very specific as to I’m okay showing up against this type of content but not this type of content,” Fetters adds in this interview with Beet.TV at the Masters of Marketing Conference of the Association of National Advertisers (ANA).
“Our data’s ability is to go down into the actual text level within a page and say this is what this page is about and it’s a place that I’m okay to be.”
comScore Activation incorporates both digital and television viewing data along with contextual and verification technology to account for brand safety, viewability and invalid traffic. It is currently available in more than 15 leading ad tech platforms, including Adobe, AppNexus, Centro, Salesforce, Tru Optik and Videology.
At the ANA confab, Fetters says he’s heartened to see that advertisers have not just embraced the pursuit of a cleaner digital media ecosystem but that they’re thinking beyond that goal to focus on campaign effectiveness. One of their priorities is the balance between digital reach and efficiency.
“It’s great to know I have a clean supply chain. But the next step is to say am I maximizing the reach of my message to an audience,” says Fetters. “Am I capping frequency at a level that I want to, or is this just a strategy that’s not working for me?”
This video is part of a Beet.TV leadership series produced at the ANA Masters of Marketing Conference, 2017. The series is presented by FreeWheel. Please find more videos from Orlando, visit this page.
