Teadsthe global media platform, takes another firm step in terms of Brand Suitability Y contextual advertising through a partnership with Comprehensive Ad Science (IAS), a world leader in digital media quality. The same one, in which Teads will integrate the IAS Context Control toolwill ensure that advertisers avoid content deemed unsuitable for their brands. Available worldwideadvertisers can access through Teads Ad Manager (TAM) to curated list of IAS contextual segments Y optimize your programmatic video and display campaigns before bidding.
The IAS cognitive semantic technology solution uses natural language processing (NLP) to dynamically understand the nuances of context. Unlike other options Brand Suitabilitythe IAS platform can determine the factors of feelings and emotions of the content, allowing a more precise classification. The results obtained so far have generated a Suitability fee to Teads clients of your advertising impressions up to 99%. By only blocking specific content that a brand deems inappropriate, the partnership will allow Teads to both maximize campaign scaleWhat support quality journalism by avoiding wasted advertising opportunities.
With 78.8% of marketers in Europe saying they are concerned or very concerned about brand safety when purchasing digital advertising, this collaboration between Teads and IAS give brands confidence that their ads are served in safe and appropriate environmentswith fully accurate and scalable coverage in display and video formats.
With the possibility to select more than 200 optimized segments of IAS contextual avoidanceTeads customers will have more control over the content adjacent to ads and will be able to avoid impressions on certain topics, and exclude the content that a brand considers risky or harmful. In addition to contextual segments, customers using IAS can also apply profiles of Brand Suitability customized within Teads Ad Manager.
This complete integration avoid wasted inventory, since the filtering is done in advance, before the bid, and therefore allows you to select another ad for which the content is appropriate. In this way, it makes it possible that the publishers better monetize your inventory.
“As a luxury brand, the quality of the media environments in which our ads are seen is paramount to our digital advertising strategy. A key part of this is keeping a tight rein on the content adjacent to our advertising, without compromising the potential scale of reach. The integration of the most recent IAS solution within the Teads platform allows us to achieve both objectives, offering us the maximum peace of mind in terms of brand suitability and at the same time achieving results for the business.said Barbara Dang, EMEA Media & Global Fragrances Communication Director of SHISEIDO COMPANY for EMEA.
“We have noticed a strong increase in the number of advertisers who are more aware of the importance of the sustainability of their media strategies. This alliance with IAS gives advertisers much greater control over the content adjacent to their ads, adding third-party solutions to Teads’ quality inventory. By providing an optimal level of Brand suitability and the ability to serve campaigns at scale to reach more consumers, we continue to build trust and provide safe solutions for brands. This integration with IAS will reinforce support for quality journalism, generating a better result for everyone”, said Remi Cackel, Teads Chief Product Officer.
“We are pleased to integrate our context control solution within the Teads platform, offering advertisers greater personalization of their campaigns by analyzing sentiment and emotion on a page. In a cookieless environment, it also helps drive monetization for publishers, as advertisers avoid content that is only inappropriate on a pre-bid basis, while maximizing scale compared to a brand safety-only approach. or keywords”, added Yannis Dosios, Commercial Director of IAS.