In response to repeated brand safety flare ups on YouTube over the past year, Pixability has launched a new solution that includes a 100 percent brand-safe spend guarantee for YouTube advertisers.
The Boston-based video advertising platform for campaigns on YouTube, Facebook and Instagram says its new technology takes into account each advertiser’s unique definition of brand safety as well as more nuanced settings of campaign-specific brand appropriateness.
“The brand safety conversation has evolved significantly over the last few months, as advertisers wake up to just how individualized their approach to the issue needs to be,” said Bettina Hein, Pixability Founder and CEO.
There are two tiers of the new managed service. The higher end version, DependAbility Premium, provides access to the entire campaign placement list via Pixability’s AI technology, third-party verification of viewability and video completion measurement by Moat, and human review of placements to ensure 100 percent contextual relevancy.
The technology scans nearly 8 million YouTube channels to catalog metadata. It ranks placements against a list of twenty “sensitive” content categories across 6,000 keywords. Placements are filtered at the channel or individual video level, and blacklists and negative keywords are updated as the technology continually monitors throughout the campaign flight.
The DependAbility At Scale offering addresses brand safety and viewability needs without the customized evaluation of placements for brand appropriateness.
Customers of both solutions are guaranteed refunds on non-brand-safe inventory.
“Pixability’s very specific targeting, daily brand safety management, and full transparency into campaign performance has enabled Rolex to continue investing on YouTube uninterrupted to drive measurable results,” Mary Gonzalez, digital account director at Mindshare, in a statement.
[This article originally appeared on MarTech Today.]
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.