US Companies Form Brand Safety Partnership

NOBL Media, which provides a 'credibility targeting solution' for programmatic advertising, has integrated with marketing and advertising business intelligence software developer Basis Technologies, to help brands avoid placing their ads alongside inappropriate content.

NOBL's AI scans the content of a page using linguistic analysis to decide if the quality of the content is suitable for an ad placement. Ads can then be placed next to content with the highest credibility, enabling advertisers to align their ad spend with their stated brand values.

The integration of this with the Basis platform will allow advertisers to focus both on this and on audience engagement. Cedar Milazzo (pictured), CEO and founder, NOBL Media, comments: 'Brands are waking up to the importance of responsible advertising and not only what your ad says, but where it lives and what it's paying for. Through this integration, brands can easily access NOBL, and the scale Basis Technologies brings to our mission can have a significant impact on the proliferation of misinformation and other divisive or toxic content on the Internet'.

Web site: www.wearenobl.com and www.basis.net .