ExactDrive Advertising News

How to Manage Online Brand Safety

Posted by Adam Parikh

Nov 28, 2017 8:01:56 AM

While the trends for digital advertising might change as quickly as the seasons, the concerns that exist around brand safety consistently remain at the top of ad buyers' minds. According to a study conducted by eMarketer, about 26% of the brands purchasing space for a digital advertisement cited brand safety as their number one concern for choosing how and when they should advertise.

The good news is that there are brand safety solutions available on digital ad exchanges that make it possible to avoid some of the online advertising space that might appear as a poor fit for a campaign. Here are a couple things that you should consider when it comes to making sure you can manage your brand safety concerns online.

Choose your Ad Agency Carefully

The important thing to remember when it comes to digital advertising space is that while there may always be a risk for brands online, most companies will be able to mitigate that risk with careful attention to detail. For instance, a lot of companies are beginning to limit the amount of run exchange buys that they make, and shifting towards private exchanges instead.

Perhaps one of the easiest ways for brands to protect themselves is to consider the agency they're buying their digital ads from carefully. Transparency is often essential. Good partners should be able to share the measures that they've put in place to ensure brand safety. It's also a good idea to speak to organizations that specialize in protection for brands. Often, these include technology companies that work independently from ad networks and media buyers.

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Topics: Digital Advertising, Brand Safety, Fraud Protection, Ad Verification

5 Ways to Ensure Brand Safety for Your Advertising Campaign

Posted by Eric Greener

Dec 9, 2015 9:00:00 AM

Whether your company employs dozens of staff members to run on a daily basis, or you're a one-man-band who advertises your services through a blog that you write yourself, it's important to remember that one of the most important things you have is your brand image. During an advertising campaign, it becomes more important than ever to ensure that you're doing everything possible to maintain the integrity of your brand, and stopping other people from damaging the image you have struggled to create.

Although the Internet has delivered many different benefits to businesses today - particularly when it comes to finding new and innovative advertising campaign opportunities, it has also delivered a host of different threats to brands, including everything from online fraud, to unauthorized distribution and brand abuse. Even social networking - a marketing concept that has allowed companies to create a more interactive relationship with their fans and customers, has led to additional risks as brand hijackers find new ways of stealing customers.

When you're conducting an advertising campaign online, make sure you consider the following five tips for keeping your brand safe and secure.

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Topics: Click Fraud, Proximic, DoubleVerify, mDotLabs, Brand Safety, PPC Fraud, Brand Reputation, Brand Image, Advertising Fraud

How To Protect Your Online Advertising Campaign From Click Fraud

Posted by Scott Bagguley

Sep 3, 2015 8:51:00 AM

We have spent a lot of time writing and discussing the issue of fraud within the online advertising industry, specifically click fraud. If part of your advertising strategy is made up of PPC (pay-per-click) ads, then the primary concern you'll need to think about is click fraud - and the effect it could be having on your business success. Becoming a victim of click fraud means that your advertising budget quickly disappears, while potential customers are actually prevented from reaching your website.

For many small businesses, pay per click advertising is an attractive and useful marketing option. The reason for this is that it's often a fast and effective way for websites to generate traffic, boost their website ranking, and increase overall conversions. On top of that, pay per click ensures that you only have to pay for the clicks that you actually get. Although PPC can be a smart solution for website promotion, if you want your campaign to be successful, you'll need to be cautious when it comes to monitoring your PPC activity - or you could risk becoming yet another victim of click fraud.

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Topics: Click Fraud, Bot Traffic, Cost-Per-Click Advertising, Pay-Per-Click Advertising, SEM, Wasting Ad Budget, Ad Budget, Brand Safety, PPC Fraud

7 Things About Brand Safety Your Client Wants To Know

Posted by Eric Greener

Aug 25, 2015 8:30:00 AM

As more companies than ever rush forwards into an era of automated content production, digital advertising, and online presence, the idea of "brand safety" has grown increasingly important. The term "brand safety" refers to the tools and practices used to ensure that an advertisement or piece of content will not appear in a context that causes harm to the brand in question. This potentially damaging substance can fall into one of two categories: the first are hate sites, adult content, or sites covering controversial topics. The second category depends on the specifics of the brand itself.

Whether you manage a blog, personal project, or entire business website, it's crucial to be aware of the threats that currently exist online. Blogging and social networking have introduced new risks as malicious individuals search for ways to steal customers and hijack revenues. Unwarranted abuse and criticism has also been made far easier by the anonymity and ease-of-access associated with the internet. If you want to reassure your customers, and make sure that your loyal fans remain devoted to your company, then you'll need to answer questions about the following 7 things your clients need to know regarding brand safety.

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Topics: Click Fraud, Social Media, DoubleVerify, Brand Safety, Brand Personality, Brand Risks, Phishing, Brand Protection Services, PPC Fraud

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