{"id":8186,"date":"2020-09-03T21:04:12","date_gmt":"2020-09-03T21:04:12","guid":{"rendered":"http:\/\/localhost:10151\/?p=8186"},"modified":"2020-09-03T21:04:12","modified_gmt":"2020-09-03T21:04:12","slug":"integral-ad-science-pulls-brand-safety-product-demo-after-social-media-backlash","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/integral-ad-science-pulls-brand-safety-product-demo-after-social-media-backlash\/","title":{"rendered":"Integral Ad Science Pulls Brand-Safety Product Demo After Social Media Backlash"},"content":{"rendered":"<div class=\"teads-inread sm-screen\">\n<div class=\"teads-ui-components-adchoices\">\n<p id=\"first-graph\" class=\"inline-ad-para\">A new brand-safety product from Integral Ad Science is off to a less than ideal start after the company promoted the tool\u2019s technical chops through an open demo on its website last week.<\/p>\n<p class=\"inline-ad-para\">The product, dubbed Context Control, is critical to IAS\u2019s long term future, but its launch went south after IAS rival Check My Ads accessed the demo\u2014which was available to everyone\u2014and shared screenshots on social media showing it categorizing controversial websites such as 4Chan and InfoWars as \u201cneutral.\u201d IAS was swiftly criticized and within 24 hours, removed the demo from its website. But not everyone was in agreement that the\u00a0tool was functioning incorrectly.<\/p>\n<\/div>\n<div class=\"teads-ui-components-label\">IAS insists its product worked as intended. The demo on its website measured sentiment, IAS says, which is not an endorsement of websites or publishers, but instead serves as one indicator of many when determining whether a piece of content is brand-safe. Its technology weighs all the negative, neutral and positive elements of content by checking what nouns, adjectives, verbs and adverbs are used. Although the majority of marketers wouldn\u2019t classify InfoWars and 4Chan as brand safe, the sentiment on both of their respective homepages\u2014which is what Check My Ads measured\u2014does indeed use \u201cneutral\u201d language, IAS says&#8230;<\/div>\n<\/div>\n<div><\/div>\n<div>&#8230; Joshua Lowcock, global brand safety officer at UM, believes brand safety is indeed a solvable problem, but says marketers shouldn\u2019t just rely on any single solution.<\/div>\n<div>\n<p>\u201cIt should instead be a multifaceted strategy that looks at the publisher, context and even the creative being used by the advertiser to make sure that, in combination, they are a fit,\u201d says Lowcock. \u201cThe industry needs to move away from keyword blocking, but even contextual tools are imperfect. You need to look at the publisher and ask yourself if they\u2019re contributing good or harm to society.&#8221;<\/p>\n<\/div>\n<p>Read Full Article On <a href=\"https:\/\/adage.com\/article\/digital\/integral-ad-science-pulls-brand-safety-product-demo-after-social-media-backlash\/2278081\">Ad Age<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A new brand-safety product from Integral Ad Science is off to a less than ideal start after the company promoted the tool\u2019s technical chops through an open demo on its website last week. The product, dubbed Context Control, is critical to IAS\u2019s long term future, but its launch went south after IAS rival Check My [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6],"tags":[],"class_list":["post-8186","post","type-post","status-publish","format-standard","hentry","category-thought-leadership","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Integral Ad Science Pulls Brand-Safety Product Demo After Social Media Backlash - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/integral-ad-science-pulls-brand-safety-product-demo-after-social-media-backlash\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Integral Ad Science Pulls Brand-Safety Product Demo After Social Media Backlash - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"A new brand-safety product from Integral Ad Science is off to a less than ideal start after the company promoted the tool\u2019s technical chops through an open demo on its website last week. 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