Comscore Debuts 'Epidemic' Brand Safety Filter

Comscore has launched an 'Epidemic' brand safety segment, providing brands with contextual targeting filters to ensure that their advertising does not appear in content relating to the health crisis created by Covid-19.

According to the firm's contextual engine, over the past week, 22-30 per cent of ad impressions were alongside content that had been detected as containing Coronavirus and related epidemic themes. In contrast, the 'Crime & Violence' safety filter, registered 2-5 per cent of ad impressions alongside its related content during the same time frame.

The company's new offering enables advertisers to continue with their chosen advertising strategy without worrying about unwanted negative associations. For example, if a brand was comfortable advertising alongside Coronavirus educational content, but not content regarding COVID-19-related tragedies, the new capability enables this level of nuanced control.

Rachel Gantz (pictured), General Manager, Activation Solutions, comments: 'The sheer volume of content regarding the Coronavirus outbreak has marketers looking for sophisticated and specific solutions to avoid exposing their brands to unwanted negative content. We are working closely with our clients to maintain brand-safe audience engagement and this tool will hopefully give marketers one less thing to worry about'.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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