Brand safety used to be mostly about keeping your ads off inappropriate websites. Today there are lots of other places advertisers might not want to be. DoubleVerify is addressing one possibility with two products to monitor brand safety and contextual suitability of ads on the LinkedIn Audience Network.
D4T4 Solutions is the latest CDP vendor to announce a Salesforce AppExchange integration. Celebrus CDI for Salesforce makes 200+ data elements in the Celebrus CDP available to Salesforce Marketing Cloud applications. This is about easier access to a company’s own (first-party) data, not adding access to third-party data.
Pixability, whose core business has been classifying online video content, is tackling brand suitability for CTV. They’ll be doing frame-by-frame program analysis so advertisers can track both brand safety and contextual relevance. That sort of information has been hard to find.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.