Contextual Targeting Archives - Integral Ad Science

Scaling Your Brand Amid Surging Political Content and Misinformation

IAS Team — Tue, 09 Jul 2024 12:00:00 +0000

The U.S. presidential election year is well underway, with media coverage ramping up across the country. One top-of-mind concern for advertisers during this politically-salient time is misinformation — in fact, marketers cite ads delivering alongside risky content like misinformation as their top media challenge in 2024.

In the heated environment of election season, the proliferation of misinformation can pose significant challenges for brands. Ads placed next to misleading or false information not only risk damaging a brand’s reputation, but can also erode consumer trust. As the media landscape becomes increasingly polarized and the spread of misinformation accelerates, brands must navigate this terrain with caution.

The IAS Election Lab analyzed the rise in political content and misinformation, exploring how IAS Context Control Avoidance segments can be tailored to different brand needs as potentially risky content saturates the media. Plus, we tested the scalability of Context Control Avoidance segments for protecting brands from risky content without overblocking or blocking responsible media, which refers to content that is trustworthy, accurate, and prioritizes diverse and inclusive reporting.

Here’s what we found.

Risky political content and misinformation rose in Q1 2024

The rates of risky political content and misinformation in the U.S. increased in the first quarter of 2024, highlighting potential threats to brand equity for unprotected campaigns. Plus, The Election Lab recently found that risky political content increased during major political events in Q1 2024, including Super Tuesday.

Compared to Q4 2023, risky political content rose 29% to reach 1.03% of all impressions measured in the U.S. in Q1 2024. And there’s a hefty reason why advertisers should steer clear of risky content: more than seven-in-10 U.S. consumers think that the content surrounding a brand’s ads is a reflection of their values.

Misinformation is also surging. Compared to Q4 of last year, Q1 2024 saw a 25% higher rate of misinformation content in the U.S. Consumers have become increasingly sensitive to ad adjacency to misinformation, with 75% reporting that they’d feel less favorable toward brands that advertise on sites that spread misinformation.

As the data proves, risky political content and misinformation are both on the rise. So what can advertisers do to scale despite this risky and misleading content?

Tailor to your brand’s specific risk avoidance

All IAS Context Control Avoidance segments use natural language processing to precisely comprehend context, sentiment, and emotion to protect brands at scale. But Context Control Avoidance segments allow advertisers to further tailor their campaigns to granular levels that make the most sense for them. For example, while some brands may prefer to avoid advertising near any political content, others may choose to avoid only a subset of content, like negative political content or negative content directed toward political parties.

So why would an advertiser choose a less strict threshold? It’s all about scale.

Avoiding only negative political content resulted in a 28% decrease in blocked impressions compared to avoiding all political content, unlocking an estimated 169 billion impressions per year, as estimated by Xandr DSP inventory projections. Advertisers could also choose to avoid only negative sentiments towards political parties, resulting in a 62% decrease in blocked impressions compared to avoiding all political segments, opening up an estimated 374 billion impressions annually.

Similarly, advertisers may have different needs for thresholds surrounding misinformation risk. Avoiding medium risk misinformation reflects a relatively conservative threshold, but advertisers can also opt to avoid only misinformation surrounding politics or high-risk misinformation. Per Global Alliance for Responsible Media (GARM) definitions, medium risk misinformation is a broader category that includes content about misinformation, whereas high risk misinformation only includes content that presents a false narrative.

Simply activating IAS’s high risk misinformation avoidance segment instead of medium risk yielded a 98% decrease in blocked impressions compared to the medium risk misinformation segment, unlocking an additional 492 billion impressions annually, according to Xandr DSP inventory projections. IAS’s Context Control Avoidance segment specific to political misinformation had a 97% decrease in blocked impressions compared to medium risk misinformation, leading to an additional 487 billion impressions annually.

IAS Context Control Avoidance segments don’t block trustworthy content

Just as media experts and consumers alike denounce misinformation, they also recognize the importance of supporting responsible and trustworthy journalism.

To ensure that IAS Context Control Avoidance misinformation segments aren’t blocking trusted journalism, The Election Lab looked at how these segments performed for a sample of high impression volume publishers throughout Q1 2024. The IAS Context Control Avoidance medium-risk misinformation segments block exceptionally small rates of impressions on these sites. In the context of news-related misinformation, no impressions were blocked on these trustworthy publishers for the duration of Q1 2024. Both medium risk misinformation and politics-related misinformation saw a few blocked impressions, but these represented less than 0.01% of all impressions served to these publishers in Q1.

The result? Context Control Avoidance segments protected campaigns at scale without blocking responsible media.

Avoiding politically risky content drives superior results

How did politically risky content impact business results across Q1 2024? We examined IAS data enriched with performance and cost metrics to determine the impact of politically risky content and misinformation on success rate (defined as conversions or clicks) and cost per conversion (CPCV) during Q1 2024.

Politics had the biggest impact on the bottom line. Ads avoiding political content had a 32% lower CPCV than ads adjacent to politically risky content, representing $1.04 lower cost per conversion. Ads avoiding political content also had a 179% higher success rate.

Ads avoiding misinformation, on the other hand, had a 29% lower cost per conversion than ads adjacent to misinformation, representing $1.21 less per conversion. This lower CPCV is in part due to the 46% lower success rate for ads adjacent to misinformation.

Overall, ads that avoid risky political content and misinformation lead to more conversions and clicks, as well as lower costs per conversion. Enabling IAS Context Control Avoidance can protect your brand from this risky content while continuing to drive results.

How IAS Can Help

IAS offers 280+ off-the-shelf Context Control Avoidance segments to help advertisers avoid placing their ads alongside negative or risky content beyond the GARM categories. Before a bid is placed, IAS’s predictive science pre-screens pages to filter out tailored content that isn’t suitable for your brand.

Context Control Avoidance segments help marketers control where their brand is seen, which can be especially crucial with the growing uncertainty of the upcoming election cycle. Avoidance segments protect brand safety without harming scale so you can continue to drive superior results throughout an election year and beyond.

In addition, we recently announced the expansion of our Brand Safety and Suitability Measurement capability to now include the Global Alliance for Responsible Media (GARM) category of misinformation for leading social platforms, like Meta. Advertisers can now review when their ads run alongside content on the subject of misinformation on the feed, in addition to open web.

A comprehensive solution that protects all ends of the digital ad cycle is critical during the election season and beyond. End-to-end, AI-driven measurement coupled with optimization solutions that are tailored to each brand’s respective needs are key to detecting and avoiding misinformation on the internet’s most prolific and unpredictable environments.

For a step-by-step guide to scaling your brand in an election year, download your copy of the IAS Political Guide, and explore our IAS Election Lab for more insights.

The post Scaling Your Brand Amid Surging Political Content and Misinformation appeared first on Integral Ad Science.

Transition with Ease to IAS: A Message for Oracle Customers, Partners, and Employees

IAS Team — Thu, 13 Jun 2024 20:04:30 +0000

Oracle’s recent announcement to shut down its advertising business comes at a time of rapid transformation for the industry. We understand that this is an unsettling time for Oracle Advertising’s customers, partners, and employees. Our teams are committed to providing support and enabling a smooth transition during this period of change.

For Oracle Advertising customers and partners, IAS is here to facilitate your smooth transition to our Measurement and Optimization solutions. Our teams are ready to help you maximize ROI while serving as a reliable and innovative partner throughout this moment. We offer a comprehensive suite of solutions designed to deliver superior results and accelerate your progress.

Discover more about our offerings below:

Maximize ROI with Measurement and Optimization solutions for Brands & Agencies
Drive Yield with Media Quality solutions for Publishers
Forge the Future of digital media as our Partner

Additionally, we have a wide range of roles available at IAS and are eager to support Oracle Advertising employees affected by this change. If you find a role that aligns with your expertise, we encourage you to apply directly. Please highlight your skills and that you were impacted by this change.

Our mission at IAS is to be the global benchmark for trust and transparency in digital media quality. We are here to support you and ensure a smooth transition to IAS during this turbulent time.

The post Transition with Ease to IAS: A Message for Oracle Customers, Partners, and Employees appeared first on Integral Ad Science.

How Brand Risk Fluctuates Surrounding Political Events

IAS Team — Tue, 14 May 2024 11:59:02 +0000

Though November 5 is months away, the 2024 United States presidential election cycle and surrounding news coverage has already begun. With more than 15 states holding primary elections on March 5, Super Tuesday provided an early opportunity to explore digital advertising opportunities and risks that the industry may face throughout this election year.

The IAS Election Lab examined traffic volume for high risk political content surrounding these primaries, including controversial political party content and news-related misinformation, and investigated how ad adjacency to this content impacts business results for advertisers.

Negative political party traffic rose around Super Tuesday and other politically-related events

Advertising adjacent to negative news or sentiments surrounding Democratic or Republican political parties is a growing risk for brands. So how is negative sentiment defined?

Sentiment refers to whether an article conveys a positive, neutral, or negative tone to the consumer reading it
“Negative” sentiment means a page conveys a negative tone, but does not indicate if the page is brand safe

After tracking the volume of negative sentiment political party impression traffic throughout Q1 2024, the IAS Election Lab found that traffic spiked in tandem with salient political events — including Super Tuesday.

The first spike in traffic volume (up to 0.26%) centered around February 19, more than doubling the Q1 baseline rate (0.12%) in the midst of high-profile civil fraud trials in New York. Around this time, there was a sharp increase in content that included negative sentiments toward both political parties — for example, stories that reported low opinions of the current president or stories that compared a previous president to authoritarian dictators.

A second spike in negative political party traffic volume occurred on March 5, also known as Super Tuesday — more than doubling the baseline rate up to .25%.

During the 2020 presidential election, IAS observed that more than three in four consumers believed online advertising would play an important role in determining the outcome of the election. Avoiding negative political party content and news-related misinformation surrounding elections is especially important for brands aiming to protect themselves from being seen as endorsing a specific political agenda, which could harm brand reputation.

News-related misinformation traffic also spiked around Super Tuesday

Misinformation is an ever-present concern in digital media, but high-profile election cycles can increase a brand’s risk of ad adjacency to misinformation. This year, 59% of media experts expect the U.S. presidential election to create additional advertising challenges surrounding misinformation and fake news.

News-related misinformation appears to rise in conjunction with high-profile news events. This year, traffic peaked two days before Super Tuesday, marking a threefold increase compared to the Q1 volume rate.

Since traffic to news-related misinformation is generally low (representing only 0.001% of all impressions served in Q1 2024), avoiding this content can protect advertisers from this high to medium risk content without hurting scale.

As IAS observed in 2022, brands can build consumer favorability and trust by detecting and avoiding placing ads adjacent to misinformation. Through IAS’s partnership with the Global Disinformation Index (GDI), advertisers can use IAS Brand Safety and Suitability capabilities across open web and social media to detect and avoid misinformation. And with tools like IAS Context Control Avoidance, advertisers can prevent ads from being placed alongside selected risky content while simultaneously protecting scale.

Contextual Avoidance Segments protect campaign results

Beyond protecting your brand, avoiding politically risky content can protect marketers’ bottom lines too. After all, consumers are less likely to engage with or purchase products from ads that are placed alongside misinformation or other risky content.

Using IAS data enriched with performance and cost metrics, we examined the impact of politically risky content on success rate (defined as clicks or conversions) and cost per conversion compared to overall impressions served in the U.S. during the week of Super Tuesday.

Ads adjacent to risky political party content had a 66% lower success rate and a 29% higher, or $0.82 increase, in cost per conversion. Similarly, ads adjacent to news-related misinformation had a 53% lower success rate and an 8% higher, or $0.23 increase, in cost per conversion.

How IAS can help

IAS offers Context Control Avoidance segments to help advertisers avoid placing their ads alongside negative or risky content beyond the GARM categories. Before a bid is placed, IAS’s predictive science pre-screens pages to filter out tailored content that isn’t suitable for your brand.

Contextual avoidance segments like “Politics-GOP,” “Politics-Democrat,” “Misinformation-News,” or other delicate subjects help marketers control where their brand is seen, which can be especially crucial with growing uncertainty of the upcoming election cycle. These avoidance segments protect brand safety without harming scale so you can continue to drive superior results throughout an election year and beyond.

For a step-by-step guide to scaling your brand in an election year, download your copy of the IAS Political Guide, and explore our IAS Election Lab for more insights.

The post How Brand Risk Fluctuates Surrounding Political Events appeared first on Integral Ad Science.

Media Quality Report: 19th Edition

IAS Team — Tue, 07 May 2024 12:00:00 +0000

Industry-leading benchmarks for superior media quality

The digital landscape continues to evolve at a rapid rate, offering marketers endless opportunities for innovation. But in an era where change is the only constant, it’s critical for marketers to know if their campaigns are keeping up with the pace of digital media.

The 19th edition of the Media Quality Report (MQR) is here to serve as a trustworthy tool for marketers worldwide to benchmark campaign success. This year’s report offers marketers an in-depth look into global media quality data, key trends shaping the digital landscape in 2024, and country-level metrics for a more enriched way to make data-driven decisions.

Dive into this year’s key trends, with highlights including:

Fraud rates for unprotected campaigns were 14x higher than campaigns protected against fraud
Time-in-view hit a new low in H2 2023
Brand risk rose in the Americas as election cycles began

As the gold standard in digital media quality, the MQR arms marketers with actionable insights that are key to forging an innovative, impactful, and safer digital future.

Download the report today to access IAS’s industry-leading global benchmarks and drive superior results.

The post Media Quality Report: 19th Edition appeared first on Integral Ad Science.

Drive Superior Results this Election Season

IAS Team — Fri, 19 Apr 2024 11:30:00 +0000

Six steps marketers can take to safeguard and scale their brand in an election year

Political ad spend is projected to surpass $10 billion and shatter historical records by the end of the 2024 election cycle. As challenges like brand risk and misinformation become amplified in an election year, marketers need sophisticated technology to confidently cut through the noise and reach their ideal consumers while staying brand-safe.

The IAS Political Guide deep dives into six actionable steps marketers can take to ensure brand protection, support quality journalism, and drive superior results this election season. With IAS Measurement & Optimization solutions, you can expect:

Brand-specific protection with curated contextual avoidance down to the sentiment & emotion level
Contextual targeting to reach your audiences with curated segments for political related content
Ad fraud protection across programmatic, social, and CTV buys
Global Disinformation Index (GDI) Partnership for third-party, AI-powered protection against misinformation

Download the IAS Political Guide now to access the six steps you can take to drive superior results across major political events.

The post Drive Superior Results this Election Season appeared first on Integral Ad Science.

What is Contextual Targeting?

IAS Team — Mon, 04 Mar 2024 14:00:00 +0000

How marketers can maximize campaign ROI and optimize quality media investments

In the complex digital landscape, knowing how to reach your audience is crucial for success. Driving brand messaging with precision and accuracy can be tricky as marketers prepare for the end of third party cookies, but there’s good news. Contextual targeting has come a long way since its beginning, now offering more precision and accuracy than ever before. This allows marketers to optimize campaigns for the right context and in brand safe and suitable environments.

What is Contextual Targeting?

Contextual targeting gives marketers the power to reach their unique brand goals before a programmatic bid is placed. Contextual targeting uses curated segments that are available programmatically for marketers to choose from based on their brand’s needs.

Contextual targeting technology uses predictive science that pre-screens pages and categorizes them using emotion and sentiment analysis. This sophisticated targeting method lets marketers understand the true context, sentiment, and semantics of a given webpage to optimize strategies and reach desired audiences without the use of third party cookies. By scanning page content to display ads within suitable environments, brands can increase recognition, personalization, engagement, and favorability towards their messaging.

How do marketers use contextual targeting?

As third party cookie usage declines, the importance of contextual targeting is skyrocketing. Contextual targeting can even help brands build trust among consumers. According to IAS research, 68% of consumers are uncomfortable with their online data being used for advertising purposes — and, as we know, contextual targeting doesn’t require the use of any personal data.

Marketers turn to contextual targeting to target audiences based on specific interests, relevant events, and more. Marketers can choose from contextual segments that are offered within demand-side platforms (DSPs) and allow them to target based on industry vertical, season, topic, and more. For example, a travel brand may want to use a “Spring Break” contextual segment as that time of year approaches to show up in contexts that match that specific segment.

Additionally, contextual targeting helps marketers avoid unsuitable environments for their ads. Using AI and machine learning, contextual targeting uses deeper classification of content to focus on driving relevant, authentic ads. Contextual targeting remains one of the most efficient and effective solutions to market your brand, enabling marketers to improve return on ad spend.

The Benefits of Contextual Targeting

With their unmatched precision and ability to optimize campaigns, contextual targeting products are essential for marketers to stay ahead of the competition and drive ROI in a post-cookie world. Here are some key strengths of utilizing contextual targeting:

Relevant Personalization: Contextual targeting technology helps deliver highly relevant ads to specific audiences based on the client’s activated segment. By connecting with a user on a personalized and tailored level, the user is more likely to engage with the content — and we have proof. IAS found that 60% of consumers are likely to purchase a product after being served a targeted advertisement. It’s simple: positive experiences for users leads to positive conversions for brands.
Increased Brand Safety: Contextual targeting excels in avoiding inappropriate and unsafe spaces to keep a brand’s ads effective and relevant. This kind of targeting also gives brands unparalleled tailoring over their ad placements, which enhances brand messaging and sentiment.
Cost-Effective: Contextual targeting is efficient in saving ad spend as a scalable alternative that omits third party cookies altogether. Like its name, contextual targeting only utilizes the context of a page to target accurately and at scale. In a cookieless world, this kind of targeting maximizes impact while significantly saving financial resources.

How IAS can help

At IAS, brands can take further control of tailoring ad content that meets unique brand goals with our Context Control Targeting products. Our predictive science allows marketers to understand the true context, sentiment, and semantics of a given webpage at scale. Plus, IAS gives programmatic buyers ad tailoring abilities and optimized media quality control — all without the use of third party cookies.

With IAS’s contextual targeting products, marketers can leverage key benefits including:

Page-level classification to curate content for actionable campaigns
350+ industry vertical, topical, seasonal and audience proxy contextual segments for targeting within major DSPs
The industry’s largest knowledge graph to enable deeper classification of content at scale, plus easy activation in all major DSPs
Proprietary cognitive semantic technology which leverages Natural Language Processing (NLP)
Cookie-free and privacy-safe targeting using emotion and sentiment-based efficiencies
Scaled content adjacency to drive optimized results
Personalized recommendations for selecting the best targeting segments for your campaigns

Learn more about how IAS’s suite of contextual targeting products can help you drive superior results for your brand. Contact an IAS representative today to get started.

The post What is Contextual Targeting? appeared first on Integral Ad Science.

IAS Teams Up With Mindshare To Drive Superior Results For Samsung

IAS Team — Wed, 07 Feb 2024 17:15:09 +0000

How Context Control Targeting drives quality traffic and cost efficiency

THE CHALLENGE

With a cookieless future on the horizon, Mindshare Indonesia wanted to find the most efficient programmatic targeting strategy to deliver on their client, Samsung’s, main KPIs. Already utilizing campaign strategies like keyword targeting and first party data retargeting, Samsung and Mindshare wanted more alternatives that wouldn’t rely on cookies but would still deliver unprecedented results.

THE SOLUTION

Mindshare and Samsung partnered with IAS to leverage actionable insights and enhance targeting performance. Using emotion and sentiment analysis, IAS’s Context Control Targeting product helped advance Samsung’s programmatic campaign goals while emphasizing budget-friendly efficiency. Plus, IAS helped Mindshare understand the impact and correlation between Context Control Targeting and Samsung’s key metrics like cost per quality traffic and click through rate.

THE RESULTS

300% higher click through rate
65% lower cost per click
57% lower cost per quality traffic

Invest in IAS for brand effectiveness, targeting efficiency, and superior results in a cookieless world. Download the case study now to learn more and contact us to take the next step towards achieving your campaign goals.

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IAS & EssenceMediacom Boost Conversions for Leading Global Technology Company

IAS Team — Thu, 01 Feb 2024 13:00:00 +0000

Advertiser drove ROAS with an automated contextual targeting strategy powered by actionable data

THE CHALLENGE: EssenceMediacom and their client, a leading global technology company, needed an automated, cookieless targeting solution that would allow them to maximize business results without using third party behavioral data.

THE SOLUTION: Using IAS Total Visibility and Context Control, EssenceMediacom was able to identify opportunities to improve the quality of the advertiser’s supply and optimize toward higher performing contextual segments to drive cost efficiency and continually maximize return on ad spend.

THE RESULTS, COMPARED TO COMPETITIVE SOLUTION:

+93% increase in return on ad spend
8x increase in effective CPM

The end result is clear: contextual targeting and actionable measurement are essential in delivering high media quality and driving incremental growth across various KPIs.

Ready to see what IAS Context Control and Total Visibility can do for your brand? Download the case study now to learn more.

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WHITE PAPER: The Rise of Responsible Media

IAS Team — Tue, 09 Jan 2024 13:00:00 +0000

How the interconnectivity of parents, advertisers, and publishers can promote a safer internet

The internet can be a precarious place. Between political uncertainty, regional conflict, technological innovations, and so much more, it’s difficult for advertisers, publishers, and consumers to navigate unpredictability in online spaces.

Parents in particular face the challenge of protecting their children from harmful or inappropriate content — but this responsibility falls on the advertising industry too. In a dicey digital world, how are advertisers and publishers promoting a safe, ethical internet to ensure the long-term health of the digital ecosystem?

In our latest white paper, The Rise of Responsible Media, IAS dives into the importance of adopting a responsible media framework and how the interconnectivity of parents, advertisers, and publishers can make the internet safer.

Here’s a sneak peek at key findings:

98% of parents say it is important to have a conversation with their children about the safety of online content
77% of parents say publishers should be concerned about the well-being of their audience
72% of parents say brands have a moral imperative to advertise responsibly

This white paper also details key best practices for both advertisers and publishers to enhance responsible media strategies across campaigns, like IAS’s Context Control, DEI segment optimization, and more. As we continue to innovate for the future, the feedback and needs of our customers remain a top priority. IAS is working to deliver responsible media products like kids content avoidance on social media platforms by H1 to empower brands to advertise responsibly.

A responsible media framework is a critical step forward in working toward long-term safety for your brand as well as a safer internet for consumers and their families. Download the white paper now to find out why.

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How to Leverage Brand Safety & Contextual Segments this Holiday Season

IAS Team — Wed, 08 Nov 2023 20:21:50 +0000

IAS gathers campaign data to deep-dive into brand risk during the holidays

It’s official — holiday shopping has gone digital. As IAS observed prior to last year’s holiday season, more than three-quarters of consumers were planning to do most or all of their holiday shopping online. More online shoppers during the holiday season means more opportunities to advertise promotions and deals online, but increased digital advertising opportunities can also lead to higher chances of brand risk.

Brand risk rose during the 2022 holiday season

Consumers have preferences for the ads they see during the holiday season. In fact, 52% of holiday shoppers find ads more helpful on safe and reputable sites, and nearly half prefer when ads are relevant to the surrounding content.

While brand safety measurement is crucial for verifying that ads are in safe and suitable environments, brand risk can still lurk. In an observational study conducted by IAS, we saw that brand risk violations soared this time last year, peaking on October 3 at 7.9% — nearly two times higher than the H2 2022 benchmark.

Narrowing in on consumer packaged goods (CPG) campaigns, brand risk also soared leading up to last year’s holiday season. Brand risk for CPG brands reached a high of 5.6% on November 29, 2022 — 77% higher than the benchmark in the back half of the year.

Contextual segments can prevent brand risk

Contextual failures (impressions that fail for brand safety by context) can tell us a bit about why brand risk might have spiked at a given time. Looking at Q4 2022, “death, injury, or military conflict” was the top contextual fail reason, accounting for 36% of contextual brand risk fails during Q4 2022, followed by “sensitive social issues” and “negative corporate news.”

We can’t control what’s in the news. But we can control where brands show up.

Marketers can utilize contextual segments to avoid risk during the holiday season when their brand is more exposed than ever. Looking at data from 2022, Black Friday content soared during the holiday, representing 1.2% of all ad-served content at its peak. With this massive surge in content, marketers might consider targeting impressions about Black Friday shopping — in fact, IAS saw an 89% decrease in contextual brand risk for impressions placed alongside holiday-related contextual segments last year.

More specifically, a CPG brand might want to serve impressions alongside content about holiday food during this time of year. When looking at the contextual segment “sweet snacks,” IAS saw that content about sweet snacks was popular during the 2022 holiday season, spiking up to represent 0.8% of all ad-served content three days before Thanksgiving and up to 1.0% three days prior to Christmas.

Contextual segments, like “Black Friday,” “sweet snacks,” or other topic or vertical-related subjects, help marketers control where their brand is seen, which can be especially crucial during the holidays or times of uncertainty.

How IAS Can Help

Brand risk is hard to predict. It can fluctuate and fall onto brands when they’re least expecting it. To ensure brand safety, it’s critical for any campaign that marketers preemptively enact brand safety and suitability tools that amplify their brand where consumers are looking, while also showing up in safe environments.

The good news? IAS offers Context Control Targeting segments to help advertisers target relevant content based on verticals, holidays, seasonal events, and more. Our Context Control segments are designed to avoid negative or unsafe content while targeting brand suitable contexts at scale.

This holiday season, don’t let your brand get caught in the wrong environments. IAS is here to help you protect your brand while driving superior results across formats and channels.

Download the Brand Safety & Context Control During The Holiday Shopping Season study for more.

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