WebProNews

Tag: Media Rating Council

  • Twitter Works to Make Advertisers Feel Safe

    Twitter Works to Make Advertisers Feel Safe

    Twitter is taking steps to ensure advertisers feel safe on its platform, a vital step for the company’s long-term growth.

    One of the biggest challenges social media companies face is balancing individuals’ right to express themselves with companies’ efforts to protect their brand. Facebook ran afoul of advertisers in June when the Anti-Defamation League (ADL) found many ads from high-profile companies placed alongside content that would be deemed racist and offensive. As a result, Coca-Cola, The Hershey Company, Levi Strauss & Co, Verizon, Mozilla, Upwork, REI, Patagonia, Ben & Jerry’s, The North Face and Eddie Bauer were just a few of the companies that pulled their advertising from the platform.

    Twitter is working to prevent that kind of scenario, with a new focus on brand safety, according to Business Insider.

    “We want every brand to feel confident advertising on Twitter,” said Sarah Personette, Twitter VP of global client solutions, in an interview. “Brand safety is a critical component to that.”

    The company has committed to audits by the Media Rating Council. Certification by the MRC is considered the gold standard, providing some assurance the platform’s systems are operating without bias. Twitter is also planning to announce third-party partnerships in the coming weeks, aimed at promoting brand safety.

    At a time when Twitter is working to stay relevant amid the onslaught of newer platforms, and is trying to walk the moderation tightrope, this is a critical step for the company’s success.

  • Media Rating Council Gives Viewable Display Impressions Green Light

    The Media Rating Council (MRC) announced that it has lifted its advisory on “Viewable Impressions” for display advertising. This means the industry can begin transacting on the metric for the first time in a shift from served impressions to those that are essentially guaranteed as actually seen.

    The council, along with the IAB’s Emerging Innovations Task Force has released a set of Viewable Impression Measurement Guidelines aimed at showing advertisers exactly how they should be measured. You can find this document here.

    The guidelines say that 50% of pixels must be in the viewable portion of a web browser for a minimum of one continuous second to qualify as a viewable display impression.

    The IAB says the switch to viewable impressions is “a momentous occasion for consumers, brands, and publishers, adding, “This shift in media currency will help brands connect with engaged consumers, and do the kind of multi-platform campaigns across media properties they’ve been eager to do almost since the internet was born.”

    “The Viewable Impression metric represents a huge step forward in the online advertising landscape,” said MRC CEO and Executive Director George W. Ivie. “By adopting this standard for viewable display impressions, the entire marketplace – agencies, marketers and publishers – will benefit from the improved quality and accountability of digital advertising. This shift will ultimately benefit the entire advertising ecosystem by paving the way to better cross-platform campaign planning and analysis.”

    Now that the green light has been given, advertisers are going to expect publishers to offer ads via this metric.

    Image via YouTube