Even brand safety companies think news blocking has gone too far. DV is exploring ways to help advertisers support legitimate news and just hired its first-ever head of news.
Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.
The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.
Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.
Business Insider released a new targeting tool called SAGA reACT that analyzes the emotional reactions its content produces to create actionable, emotion-driven audience segments.
Appealing to advertisers’ better angels is never going to bring ads back to the news. But appealing to their bottom lines might.
G/O Media introduced a new contextual targeting solution that combines first-party contextual signals and data on audience browsing behavior to create cross-site contextual segments that can be activated programmatically.
