While the digital and social media marketplace will continue to reactively manage brand safety concerns, Fullscreen continues to be a leader in curating brand-safe environments for advertisers.
Through both the network of creator YouTube channels we manage and monetize, as well as the brand channels we optimize for success and increased visibility, we’ve had direct insight into the changes YouTube has made in addressing the evolving brand safety concerns that exist today. Updates to terms of service, changes in thresholds for monetization, and increasing analysis of content (both manual and through algorithmic review), has certainly improved the standards for brand safety on the platform. However, just as brand safety protocols are unique to each advertiser, one filter cannot remove all brand safety concerns.
A MULTI-LAYERED APPROACH
As brands continue to more proactively define their brand safety priorities, YouTube has empowered partners like Fullscreen to provide a solution. Through more precise inventory targeting, advertisers can gain full transparency into where their ads are running – allowing them to validate that the media delivery meets their brand safety needs. This detailed and transparent planning process can also lead to more impactful media performance (as compared to more broad contextual targeting) – often surpassing Google benchmarks.
The Fullscreen Video Network provides access to some of the most popular YouTube channels, and can be hand-picked by the advertiser based on their brand safety parameters.
We also developed Fullscreen Shield that provides advertisers with detailed content analysis that measures brand safety concerns within video content.
While Google continues to develop new methods of defining and segmenting content with various filters for advertisers to select from, Fullscreen continues to leverage additional brand safety tools that negatively target concerning inventory on top of what the Google filters are removing.
- Fullscreen Shield utilizes image, audio, and text recognition in addition to analyzing signals from the meta data, tags, titles, comments, and ratings. A key differentiator is Shield’s ability to review every three seconds of visual identification (not just the thumbnail) and all audio.
- The data obtained from these signals is audited against our corpus of known unsafe terms while its machine learning capabilities, constantly informed by a human layer, discover new unsafe words in real-time while the landscape evolves.
- An easy-to-understand score is generated based on weight of signal triggers and results are bucketed into rating groups.
IT TAKES A VILLAGE
Aside from the services and solutions listed above, we cannot rely on platforms alone to identify and resolve safety issues themselves.
- Brands should increasingly share best practices when it comes to advertising to youth audiences. This can help to identify more brand safe opportunities/good actors and refine our operational infrastructure as an industry.
- Parents should continue to lobby their representatives and demand more transparency in how their children’s data is being used and how these platforms keep children engaged.
- Media Buyers need to continue to focus investments in platforms and ad tech that are providing more visibility into the marketplace. And instead of worrying about defining the parameters of brand safety, advertisers can focus more on increasing visibility to the various factors that impact brand safety.
YouTube Kids is an especially promising platform for advertisers focused on youth audiences. However, we’ve seen how youth-oriented content can be taken advantage of by bad actors over time. Advertisers are right to be wary of any tech company promising too much.
At the end of the day, it’s the consumer and the advertisers that must continue to push platforms to become more transparent and to continue to investigate areas of concern.