The “cookiepocalypse” has been a hot topic for the last several years. Now as the 2024 deadline looms, it is unlikely that there will be another extension. What will this mean for advertisers? We’re already seeing early signs as many have started to test alternative strategies in prep for this cookie-less world. In this newRead more “Pixability Feature | eMarketer’s Programmatic Advertising Trends Q4 2023”
Tag Archives: contextual targeting
Celebrating Black History Month & Supporting Black Creators on YouTube
Amazing communities continue to flourish on YouTube, including many Black creators that are making content around art, activism, gaming, parenting, photography, and more. And brands and agencies that want to make a positive impact on the world while reaching and engaging their target audiences should support the Black community on the platform. However, we sometimesRead more “Celebrating Black History Month & Supporting Black Creators on YouTube”
What Every Marketer Needs To Know About Brand Safety, Suitability, And Performance on YouTube
Recently, we surveyed media agency executives on what they thought were the most important considerations in YouTube advertising, and brand safety and ad performance stood out as the two most important areas to focus on when working with third parties. Brand suitability, on the other hand, while still important, wasn’t seen as quite as importantRead more “What Every Marketer Needs To Know About Brand Safety, Suitability, And Performance on YouTube”
Using The New GARM Framework To Evolve Strategies on Brand Suitability, Safety, and Performance
The conversation around brand safety and suitability is evolving. Just three years ago, agency strategies were all about defense — keeping client ads away from harmful content. Today, we’re seeing the conversation move beyond safety and toward a deeper understanding of how suitable an environment is for a specific advertiser. When we talk with agencies,Read more “Using The New GARM Framework To Evolve Strategies on Brand Suitability, Safety, and Performance”
What’s Considered Brand Suitable Can Change In A Day
In January, Sephora got a rude awakening about how quickly the “brand suitability” of a YouTube channel can change in a short amount of time. The brand had partnered with a beauty influencer with over 1.4 million subscribers, Amanda Ensing, for sponsored content on her YouTube channel — which at first blush, looked like theRead more “What’s Considered Brand Suitable Can Change In A Day”
Understanding Brand Appropriateness Marketers Need A Deeper Understanding of Context And Impact
This perspective originally appeared on AdExchanger on February 19th, 2018. The digital advertising industry needs to move away from the incendiary headlines toward a more nuanced perspective of brand safety. Marketers should not view the issue as a binary where there are only two clear answers — brand-safe or non-brand-safe — but instead invest inRead more “Understanding Brand Appropriateness Marketers Need A Deeper Understanding of Context And Impact”
