Brand Safety & Suitability: Explained

Episode 19

Today on the show, Bryan Barletta sits down with Brendan Kelly (director of ad quality measure) and Stacey Hultgren (senior manager of ad quality measurement) of SXM Media to break down the concepts of brand safety and suitability. How do advertisers determine what shows are brand safe and brand suitable for them? They also discuss a proposal that Brendan and Stacey recently brought to an IAB working group, focusing on how transcripts can be used to ameliorate the process of determining brand safety and suitability for podcasts and audio.Listen in to learn about:

The different between brand "safe" and brand "suitable.
What is the IAB and how can you join?
Why Bryan, Stacey, and Brendan think there's still ample time to get in on the ground floor and make changes.
Why transcripts are so crucial for advertisers to acquire and consider.
And much more!

Here's our favorite idea from this conversation: Bryan uses the recent example of the Applebee's ad running on CNN's wartime coverage of Ukraine to explain brand suitability.Links:

Credits:

Hosted by Bryan Barletta
Audio engineering and transcriptions by Ian Powell
Executive produced by Evo Terra of Simpler Media
Special thanks to James Cridland of Podnews
Sounds Profitable Theme written by Tim Cameron

YouTube | The Young Turks CNN Airs Corny Applebee’s Ad While Covering Russia-Ukraine War iabtechlab.com-Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measu

Published on 3 years, 1 month ago

Podcast Episode Details

Brand Safety & Suitability: Explained