Brand suitability is less of a concern with Connected TV (CTV) ads, since most of the content is provided by networks and streaming providers. But campaign optimization is harder because audience data isn’t easily available. Innovid, which offers a CTV ad platform, has combined its real-time measurement with its ad serving capabilities, enabling marketers to automatically optimize campaigns as they run.
Brand suitability – a fancy term for making sure your ads don’t run near inappropriate content – is a hot topic among advertisers as objectionable materials become ever-more-common on social media. Zefr, which uses AI to identify unsuitable content, has just announced that its solution will be available to monitor ad placements on Facebook and Instagram Reels. Zefr’s reporting conforms with standards set up by the World Federation of Advertisers’ Global Alliance for Responsible Media (GARM).
The (South) Korea Communications Commission has warned Google and Apple that they face up to $50 million in fines for forcing app developers to use specific payment systems. The possible fines of $35.2 million for Google and $15.2 million for Apple are insignificant to both companies, but it’s still a reminder that regulators around the globe are no longer letting Big Tech do as it pleases.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.