Integral Ad Science and Channel Factory, a brand suitability and ad performance platform for YouTube, released a joint product on Wednesday that combines content curation with optimization and measurement for YouTube campaigns. The product, dubbed Channel Science (a portmanteau of their names), is generally available, but only on a manual basis for now. The companies
Category: Thought Leadership
Brand safety is always top of mind for advertisers. But it’s become more important than ever as issues from coronavirus misinformation to the ongoing Facebook ad boycott dominate industry headlines. For Joshua Lowcock, chief digital officer at UM and global brand safety officer at IPG Mediabrands, the renewed focus is an opportunity for advertisers to
Google introduced a pair of policy updates that aim to curb the spread of misinformation and profiteering of illegally obtained documents ahead of what’s likely to be a polarizing 2020 election. Bad actors will sometimes pose as digital marketers by concealing their identities while coordinating to spread political disinformation. The so-called marketers will masquerade multiple
With a flip of the calendar page, the advertiser boycott of the social media giant Facebook has come to a close. The shocking freeze on the platform’s advertising during the month of July swept in 1,100 major brands that scaled back or went cold turkey; it challenged the agencies that serve those brands; and it
What’s going on with the UK’s coronavirus restrictions? And, how big tech made a fortune during the pandemic lockdown. Boris Johnson has cancelled major moves out of lockdown including the reopening of wedding parties and casinos in response to a rise in coronavirus cases. The Prime Minister called a press conference to announce that he was “squeezing
UM and IPG are all in for small business with a new initiative designed to help U.S. privately owned operations navigate the complexities of the coronavirus pandemic. The “All In for Small” initiative was developed by UM and innovation lab IPG Medialab in collaboration with IPG agencies Kinesso, Momentum, Octagon, Reprise, R/GA and United Minds.
The past week has seen a reckoning begin over the content policies – or lack thereof – governing the big media platforms. Major marketers, including Coca-Cola, Unilever and Diageo, are halting spend on social media at least through July. But there’s always the danger than these efforts end up being an exercise in virtue signaling once they’re out of the headlines.
IPG Mediabrands is moving beyond brand safety with a series of guidelines around media responsibility. Daryl Lee, global CEO of IPG Mediabrands, introduced the company’s 10 Media Responsibility Principles in an internal memo. “It is not enough for brand safety to be about protecting the brand—there must also be a commitment to protect the communities that a
In what may well be the first publicly stated principles by a major holding company’s media services unit governing the trade off between brand safety and brand responsibility, IPG Mediabrands has codified ten elements to serve as the guidepost for its organization, and how they service their clients and consumers alike. “If it is the
Last week, an ad executive at Mediabrands, a large ad-buying firm owned by Interpublic Group of Cos. said on LinkedIn that it was time for marketers to hold Facebook’s leadership team accountable. Facebook “must rethink how to curb the spread of content that incites violence and leads to divisive discourse,” wrote Elijah Harris, senior vice president of