Snap unveils new brand safety and suitability suite
Today, Snap released its new brand suitability suite with the purpose of giving advertisers more control over what content their ads will appear alongside.
Snap says the suite breaks down suitability into three tiers: Full, Standard and Limited. Advertisers will be able to select their suitability preferences when creating ad sets in Ads Manager, and ad set outcome estimations (e.g. reach, impressions, audience size) will update accordingly. This inventory filter will correspond to all inventory sources under this ad set.
In addition to brand safety integration with media measurement and optimization platform Integral Ad Science, Snap is also partnering with measurement partners, DoubleVerify and Zefr with the aim to deliver measurement of advertiser brand safety and suitability performance of Snap campaigns. Recently, Meta also partnered with DoubeVerify and Zefr.
“With our live measurement solution for brand safety and suitability with Integral Ad Science, we found that over the last 30 days, Spotlight and Creator Stories content on average has been 99% brand safe,” Snap said in a statement.
Vertical Impression launches Anonymous Video Analytics technology
Vertical Impressions is upgrading its attention measurement capabilities across its entire elevator network.
According to the company, its elevator network now uses privacy compliant Anonymous Video Analytics (AVA) technology to measure audience attention down to fractions of a second, delivering precise insight into campaign performance.
The company adds that, along with the precision, the new tech also provides a means to compare ad performance across audiences and markets, key frame tracking to identify which moments hit hardest with viewers and see what percentage of viewers catch an ad’s key message, and dashboard upgrades.
“These enhancements to our AVA system mark a significant evolution in OOH advertising, equipping advertisers with richer, more actionable insights,” said Nicolette Leonardis, president and co-founder with Vertical Impression. “By providing meaningful metrics, we enable advertisers to refine their creative strategies and adopt a ‘Made for Attention’ approach that drives greater campaign impact.”
Finally Content partners with RTOERO
Content marketing agency Finally Content has entered in a new advertising sales partnership with RTOERO (Retired Teachers of Ontario/Enseignantes et Enseignant Retraintes de L’Ontario), Canada’s largest national provider of non-profit group health insurance for education workers and retirees. The partnership will make Finally Content the exclusive advertising sales agent for the mediaproperties of RTOERO, including Renaissance Magazine (and its interactive website).
Renaissance Magazine is published quarterly in English and French and has a nationwide circulation 69,277 and boasts a connected audience that spends an average of 80 minutes with the publication. The organization also deploys the e-newsletter, Liaison, six times a year to its membership base.
