How publishers can use Publisher Optimisation to reduce brand risk

11/01 By IAS Team

A major publisher was challenged by a Fortune 100 technology advertiser to meet the stringent brand safety requirements. The tech brand established brand safety standards to prevent their ads from being delivered next to content that could negatively impact consumer perception of the brand and to avoid negative media coverage.

The technology company needed to unlock the publisher’s audience of young, tech-savvy consumers but also wanted to avoid association with any controversial content. Given that some of the publisher’s popular content featured illegal drugs, partial nudity, and other culturally charged content that lead the brand to consider shifting spend away from this publisher despite its valuable audience.

To learn how the publisher empowered itself by accessing to data and accurately mapping impression delivery to  align with the tech advertiser’s contextual brand safety requirements download the study.