Top Contextual Data Companies

Video Transcript: Top Contextual Data Companies

Hello, hello, and welcome to episode number 77 of The Great Reset. My name is Robert Brill, and I'm the CEO of BrillMedia.co. We're an advertising firm that drives sales and leads for marketers using the best paid media data and targeting available in the marketplace.

We're here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who's looking to grow their company. On today's episode, we'll take a look at the contextual advertising companies in the marketplace. We'll start with two of them and then do three tomorrow.

There are companies that are at the top of the content chain. These are companies that are looking at the content of web pages and sites and help advertisers understand where the ads run, target the ads on a specific page, know when the ads are in view, and measure who the ads were delivered to. If you want a recap on that, check out the last few videos.

The companies that are on my radar are Double Verify and Integral Ad Sciences, which we'll talk about today, and then tomorrow we'll talk about Moat, Grapeshot, Comscore, and Pier 39. Let's dive right into Double Verify. Double Verify has historically been a solution for advertisers to present the unsafe ad impression delivery on their campaigns, and they have expanded into category and keyword contextual targeting.

Like many of their competitors, they are available in top demand side platforms, and their technology is evolving into a solution for video and connected TV ads, in addition to banners. Their connected TV ad solution uses custom-built algorithms, machine learning, and proprietary detection methods to understand the context and content of connected TV ads and ensure they're being delivered to the right audiences with the right brand safety protocols in place. Separately, as the proliferation of hate speech became a very important element to advertisers and campaigns, they focused on combating this challenge.

In a recent article, Double Verify went into some details about how it identifies and tracks hate speech online. Their inflammatory news and politics criteria, labeled INP, looks at the language being used on a page, the keyword associations, and related sites with similar language to help identify inflammatory news and fake content. Their algorithmic decisioning engine helps advertisers avoid this type of content on blog posts, user-generated content, in-article comments, and even videos.

Their research from July 2020 shows that in Minnesota, where George Floyd protests began, Minnesota had the second highest spike of online hate speech. Nationally, hate speech has risen 38% based on recent measurements. Now, let's move on to Integral Ad Sciences.

Integral Ads, their recent marketing campaign focused on the idea of not just brand safety, which is about protecting a brand from the content that is just unbecoming for association with the brand, but also focusing on brand suitability. According to Chance Johnson, Chief Revenue Officer at IAS, every brand has a different perspective on what's right for them. In making the distinction between brand safety and brand suitability, Chance says that safety is binary.

For the most part, something is or isn't safe. Hate speech and adult content are, for the most part, content that brands will not want to be part of or sponsor or endorse. They will want to stay away from adult content and hate speech.

What's appropriate for an alcohol brand, however, is very different than what might potentially be appropriate for a bank. So IAS makes it possible for brands to determine the type of keyword level targeting or pre-created category targeting can be used for an individual campaign and how to adjust the targeting to ensure brands are able to make the right decisions for their advertising needs. So when we look at Integral and Double Verify, we're really seeing two leaders in the contextual targeting landscape do what is best for brands by helping brands make decisions about where the ads run, not just for inclusion and contextual relevancy, but also to ensure that their brands are surrounding safe content that is not going to get the brand in trouble, that will keep the CMO employed, and that will ensure that the ethos and and values of the brand are also extended to where the advertising is delivered.

That's it for this episode of the Great Reset. Tomorrow we'll look at contextual data companies Moat, Grape Shot and Pier 39.