8.03 PM Thursday, 7 December 2023
  • City Fajr Shuruq Duhr Asr Magrib Isha
  • Dubai 05:29 06:47 12:13 15:10 17:33 18:51
07 December 2023

A 'bogey' for brand-safe online advertising

By Jed Alpert

In today's society, especially in the world of the entertainment industry, today's hero is tomorrow's lesson learned. Case in point? Tiger Woods. What's interesting to note, and the reason for this post being written, is how the dynamic nature of endorsements quickly impacts online advertising and brand safety in particular.

For those of you who have been living under a rock, here's the scoop. In the past few weeks, advertisers, such as Gatorade and Accenture, have pulled all Tiger Woods advertisements from prime-time television broadcast networks and 19 cable channels following reported extramarital affairs. In addition to pulling ads featuring Tiger himself, advertisers are concerned with having their brand associated with Tiger during this controversial time. Yet, ads are running on most pages with articles on the Tiger Woods scandal.

As a brand, would you want your ad appearing in the context of 10 or more alleged mistresses? Why is it that with respect to online advertising, it is much more difficult for advertisers to be given the guarantee that their ads will not appear next to any content concerning Tiger Woods' affair and deteriorating marriage?

Page-level contextualisation, one of ContextWeb's core competencies, allows advertisers to ensure that their ads will not be associated with 'scandal-plagued' golfer Tiger Woods during a time when his name and reputation are being dragged through the mud. Rather than reading the content of the parent site, page-level targeting breaks down the larger site into individual pages, and applies the contextualisation process to each of those individual pages. For example, it might be relevant for a golf advertiser to run their ads on ESPN.com next to an article about an upcoming PGA tournament, yet not next to content regarding the Super Bowl.

With ContextWeb's page-level contextualisation, advertisers are given the ability to target only the specific types of pages of interest to them on a particular site. In addition to page-level contextualisation, the Adsdaq Exchange run by ContextWeb extends the reach of our marketer's brand messaging safely by applying up to four levels of protection: quality exchange, page-level ad serving, negative keyword filter, and brand keyword filter. Together, the levels offer unmatched brand safety among competitive exchanges, networks, portals – even single sites.

Other exchanges, networks and websites may say they provide contextual placement for ads through their vertical categories, but no one can provide desired content like the Adsdaq Exchange. The reason is simple: no one else has page-level targeting capabilities. ContextWeb's technology dynamically places ads only on pages based on targeting that is set forth by the advertiser. 

- The writer is an online blogger at ContextWeb.com. The views expressed are his own


Keep up with the latest business news from the region with the Emirates Business 24|7 daily newsletter. To subscribe to the newsletter, please click here.