Comscore's ‘Epidemic Brand Safety Filter’ lets brands to opt out of Coronavirus news

Comscore's contextual targeting lets ad buyers fine-tune the kind of virus content they do or don’t appear against

e4m by exchange4media Staff
Updated: Mar 25, 2020 5:42 PM
Comscore

Comscore has launched an “epidemic brand safety filter”, a brand safety segment available inside DSPs via Comscore contextual targeting, which lets ad buyers fine-tune the kind of virus content they do or don’t appear against.

“Instead of traditional brand safety filters, which are binary – they either block all content related to a topic or none – what we’ve created is brand suitability filters which have low and high thresholds,” Rachel Gantz, GM of Activation Solutions at Comscore, explained.

“So, a brand might be comfortable with content around educational content surrounding the coronavirus, or content around some of the impacts of popular culture, but they very much want to stay away from content, say, about some of the horrible tragedies, or lockdowns, or content of that nature,” she added.

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