The gift of sustainability: Making it easier for advertisers and publishers to give back
Unwrapping purposeful advertising: At Verve, our motto is “Let’s make media better,” and this holiday season, we’re taking it a step further. We believe that giving back should be more than a seasonal tradition — it should be a seamless part of our everyday practice.
Verve’s commitment to a greener approach spans partnerships with organizations like Eden Reforestation Projects, innovative ad units with Givsly, curated inventory with a sustainability twist, and our collaborative efforts with Cedara to measure and reduce carbon emissions across the advertising supply chain. For us, “Let’s make media better” isn’t just a tagline — it’s a commitment to a greener, socially responsible, and better advertising ecosystem, 365 days a year.
Programmatic for ecommerce: Amplify and protect your brand
“It takes years to build a brand, and seconds to destroy one.” This old marketing adage is kind of terrifying, and the stakes are even higher in today’s age of digital marketing. For online sellers trying to build the best ecommerce marketing strategy, programmatic advertising can seem overwhelming and unwieldy. The idea of advertising on “the open internet” might even sound like the Wild West. However, it’s actually a smart way to spread the word about your ecommerce business while ensuring brand safety and brand suitability. What do ecommerce retailers need to know about brand safety vs. brand suitability? In this overview, we’ll cover: Programmatic isn’t just for big brands and high-powered agencies. Small- and medium-sized businesses can get in on the fun. This is a huge opportunity, especially for ecommerce. In late 2022, the Shopify app store started offering Match2One, a programmatic advertising platform, so ecommerce merchants can build and manage campaigns directly within Shopify. Match2One (now part of Verve) also offers extensive brand safety controls, so sellers can feel confident that their business is protected from negative associations while building positive awareness. Learn more about what programmatic advertising can do for ecommerce merchants over on the Match2One blog:
Collaboration, communication, connectivity: Verve leaders highlight what they expect to see at DMEXCO 2022
“…balancing these technological advances…is no longer something nice to do; it’s required.”
Brand safety and suitability in a privacy-first world
As the digital landscape transforms around new privacy regulations and platform restrictions, the marketing industry is transitioning away from a single-minded focus on audience tracking and placing deeper emphasis on contextual marketing. But at the same time, the industry knows it can’t afford to take a step back in certain areas where great progress has been made, especially as it relates to brand safety and suitability in digital advertising. How can marketers ensure brand safety and suitability in a contextually driven marketing landscape? Let’s take a look at some of the advances that have laid a foundation for privacy-safe success. The brand safety and suitability imperative First, we need to think about what brand safety and brand suitability means in the context of the modern marketing landscape? In simple terms: At their respective cores, brand safety and brand suitability are all about ensuring that you’re connecting with the right audiences at the right time and place with a relevant message, while protecting a brand’s reputation. In a privacy-first world, this is more important than ever, as stringent brand safety and suitability standards foster trust between brands and consumers and ensure a brand’s ads appear next to content that is safe, trustworthy, and accurate. Brand safety and suitability are clearly top-of-mind on many fronts these days. For example, consider Disney’s recent announcement that the forthcoming ad-supported version of Disney+ will refrain from running ads on shows that cater to young children, and will not collect data on kids who use the service. We’re also seeing this issue arise with more “grown-up” issues; our team has seen a number of brands look to safeguard themselves from appearing around political messages and hot-button news items that can cause friction. Contextual advertising in a brand-safe, brand-suitable way So if you have made this far into this blog post, you may be asking yourself, “How can brand safety and suitability concerns be addressed as ad-tech continues to evolve?” Enter contextual advertising, where content is analyzed and categorized based on keywords, meta tags, content semantics, along with other criteria. Done right, modern contextual marketing moves beyond basic blocklists to analyze the entire piece of content appearing at a URL, thus more effectively protecting a brand’s reputation. Contextual marketing represents the foundation of a strong go-forward marketing strategy, and the industry is rising to meet the needs of marketers in this regard. Verve’s Moments.AI represents a first-of-its-kind, real-time contextual targeting solution for brands in North America. With Moments.AI, content is analyzed and broken down by multiple dimensions to allow for precise and accurate audience targeting. Brands can access newly published content instantly based on visual content and sentiment analysis, keywords, semantics, and meta tags—all within milliseconds, and all within a brand-safe, brand-suitable and highly targeted way. Moments.AI fully supports Global Alliance for Responsible Media (GARM) framework, ensuring this solution is scalable through standardization. The best part of contextual platforms is that ads are becoming more measurable. Only with access to metrics that define the quality of the environment can advertisers truly maximize their content. With our new Visual Intent solution, which combines Getty Images’ resources with Verve’s Moments.AI, marketers can target relevant, brand-safe content in real time with advertising placed adjacent to visual content from Getty Images. Contextual marketing has historically posed an inherent brand suitability problem, as the industry aggressively homes in on keywords and topics to reach their desired consumers. However, challenges of the past don’t have to hold back contextual marketing of the future. Here at Verve, we’re reinventing contextual marketing for the modern privacy-first landscape. If you’d like to learn more, get in touch with us.
