Context Regains Its Crown: Fuelled By Deterministic Data, Context Is Now Driving Desired Outcomes
Seeking Suitability Over Brand Safety: The Key To Expanding Reach
Nearly $1bn Of Global Programmatic Spent On Unsuitable Content
4D Contextual Outcomes Engine, and Factmata, a London-based AI company, teamed up to run a series of A/B tests to compare the effectiveness of traditional brand safety solutions and whether they are able to identify or block complex suitability signals.
The testing found that unsuitable content missed by existing brand safety vendors, equates to 0.71% of total spend. With global programmatic spend in 2020 reaching US$126.5 billion, this equals $898 million wasted on content considered unsuitable or unsafe for brands. Specifically, 0.42% of this spend is on URLs containing high levels of hate speech, and 0.1% is on URLs containing high levels of propaganda.
The report also indicates that Factmata consistently blocks 4% to 5% of an average advertising budget, or $6.3 billion worth of spend that is otherwise unknowingly being spent on hate speech, propaganda, sexism, and racist content.
Marco Godina, SVP Product, 4D – a division of Silverbullet, says the vast majority of traditional brand safety solutions were built at the dawn of programmatic advertising, and many have not kept up to speed with the nuances in how harmful online content is framed, worded, and produced.
“As we step into the new marketing age, where third-party cookies fade away, and contextual intelligence will surge, brands can look to adopt a variety of tools to safeguard them against future threats,” he says.
“Together, 4D and Facmata’s effective contextual targeting and brand suitability engines can give brands holistic 360-degree guidance about a page’s true meaning. This partnership allows marketers to have greater confidence in where their ads are placed, in order to protect their identity and ethos.”
Dhruv Ghulati, CEO of Factmata, says dated algorithms rely on keywords, which alone do not protect a brand entirely. And, with restrictions of the walled gardens making it even more difficult to manage brand safety, businesses are searching for new solutions.
“Brands looking for safe environments need to move far beyond the scope of traditional brand safety and targeting methods. It’s no easy feat. Leading brand safety tools are playing a fantastic role in the effort to protect brands but cannot do it alone. Brands need to explore additional layers of protection to gain 100% confidence in where their ads are being placed.”
Ultimately, 4D and Factmata recommend brands take a blended approach to improve brand safety and suitability.
Recommendations include:
- One size does not fit all. Brands looking for safe and suitable solutions will want to align themselves with advanced solutions beyond traditional methods that move far beyond the scope of traditional brand safety methods.
- Unsuitable content, unsuitable spend. Unsuitable content flagged by Factmata (but not traditional brand safety solutions) is estimated to be £19.6 million (US$26.8 million) of UK programmatic spend, meaning 5% of budget is landing on unsafe or unsuitable environments. This investment could be utilised elsewhere.
- Nuance is key. Modern marketers who want to thrive in the new marketing age need to be aware of nuance and true context to identify the right moment and the right environment in order to align with the right message.
4D Partners With DeepSee To Protect From Fraud Tactics
Silverbullet’s 4D outcomes engine adds DeepSee to its ‘Dimension Marketplace’ to bolster brand suitability using AI.
Contextual outcomes engine, 4D, a division of marketing transformation company Silverbullet, has announced a new partnership with AI-powered insights platform, DeepSee, to further protect brand safety on the web, post cookie.
In April this year, 4D saw the addition of DeepSee to its Dimension Marketplace to enhance targeting and brand suitability contexts for its clients beyond traditional block-listing. DeepSee is at the forefront of identifying and protecting precious brand dollars against today’s site fraud, not yesterday’s; providing quality scores for domains, so marketers can determine whether they should trust a site enough to run advertising.
DeepSee’s analytics are not predicated on collecting large amounts of data from web users. Instead, DeepSee uses AI to examine the nature of websites and their networks to discover places that harbor site fraud.
By expanding its ‘Dimension Marketplace’ with the addition of DeepSee, 4D can now enable advertisers to further ensure their ads are running on suitable content and their customers have a good experience interacting with their advertising.
Umberto Torrielli, Co-Founder of 4D, says part of 4D’s mission is to deliver brands advertising in the most suitable environments, and go beyond the standard brand safety avoidance categories.
“With the industry changing at the speed of light and stringent privacy laws now finally being implemented, we’ve decided to build a platform that exceeds the rigid and manual requirements of blocklists,” he says.
“We’re therefore thrilled that DeepSee fits into this vision perfectly and is now part of our industry-leading Contextual Dimensions Marketplace. Through this partnership, brands have the ability to dynamically target or block across the best four performing and unique user experience signals which ultimately drive better outcomes for marketers.”
Rocky Moss, Co-founder and CEO of Deepsee, says the 4D and DeepSee partnership gives advertisers the ability to make sure their ads only appear on sites that provide great experiences for their users.
“4D is the first platform to offer the ability to filter with our risk metrics at the push of a button, and now it couldn’t be easier to protect brands from association with high-risk publishers,” he says.
“Previously, it wasn’t clear which publishers were taking advantage of users with hidden pop ups and redirects. It’s not something that can be detected with impression or click trackers; you have to take a direct approach, and visit the worst, most exploitative sites on the web to better understand opaque traffic marketplaces and traffic sourcing fraud.
“At the same time, our approach allows us to determine a lot of unique signals about the quality of the user experience of websites, and at scale.
“4D’s choice to offer our data as a dimension on their platform speaks to their ability to look forward at the changing digital media landscape and recognize the gaps that will be left by the deprecation of third party cookies. We both take a future-proof approach, grounded in what can be ethically known about the media that brands will be associated with.
“With DeepSee and 4D, advertisers can access sophisticated domain filtering controls to help protect their brand, avoid ad-fraud and eliminate bad domains across their programmatic buys; ensuring that advertisers get peace of mind.
Context Reborn: How The Industry Has Moved, In Four Stages, From “Contextual” To “Context”
Is Brand Safety Enough?
Brand safety technologies exist to help advertisers avoid placing ads on inappropriate sites or next to concerning content. Many of the leading brand safety tools that currently serve these needs do a great job at protecting brands across the web.
Yet, as with many challenges that reside within the (m)adtech landscape, brand safety technologies face their own issues, and given the high risk associated with failure, these tools often find themselves held to the highest scrutiny.
4D, the Contextual Outcomes Engine built by Silverbullet, and partner Factmata, an AI-company aimed at making the internet a better place, uncover the use case for a blended approach to brand safety and suitability. As we step into the new marketing age, where third-party cookies fade away, and contextual intelligence will surge, brands can look to adopt a variety of tools to safeguard them against future threats.
In this paper, you will discover:
• A ‘one-size fits all’ approach to brand safety and suitability will not serve for the post-cookie era
• Marketing spend is landing on unsuitable content – this investment could be spent elsewhere
• Nuance is key as we step into the new marketing age
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Target Market Podcast With AZK Media
Silverbullet’s Context Outcome Engine, 4D, Integrates With IRIS.TV
March 10th, 20201. For the first time, marketers can have 100% confidence in where their video ads are being safely placed thanks to 4D’s integration with IRIS.TV.
Marketers now can leverage 4D’s advanced computer vision context segments to execute cookieless, interest-based targeting, on brand-suitable inventory – at scale across thousands of IRIS-enabled CTV and online video publishers, and billions of monthly video impressions worldwide.
This new integration between IRIS.TV and Silverbullet’s Context Outcome Engine, 4D, addresses advertisers’ demands for privacy-friendly solutions to reach target audiences in the post-cookie era, and the need to safely target the way contextual video is bought and sold for marketers.
Traditionally, contextual solutions were built for display advertising via keyword and semantic analysis to improve display advertising targeting. However, this still exposed brands to unsafe advertising environments. Instead, 4D has built an industry-first context outcome engine to offer brand protection from racist or toxic content, to ensure brand safety and suitability are always managed correctly focused specifically on the burgeoning video landscape, which has different challenges to those of display.
4D’s contextual video solution allows marketers to identify interest-based audiences without cookies on high-quality, brand suitable inventory. These include:
- Video image and audio track analysis to surface the true context of a video;
- Logo recognition to enable targeting of specific brand product placements and brand categories;
- Celebrity facial recognition to help brands own all moments associated with their key spokespeople; and
- Audio track contextualisation
The 4D solution will now be integrated into IRIS.TV’s video data marketplace, which brings together video and CTV publishers, contextual data partners, ad servers, and SSPs so publishers’ video content can be analysed and categorised into industry-accepted, brand-safe, and brand-suitable segments for purchase by marketers through any DSP via direct, private marketplace, and open auction buying.
Silverbullet’s 4D Context Outcome Engine leverages its data DNA expertise acquired through helping global brands, including: Heineken, FCA, D&G and Channel 4, and combines it with machine learning to bring contextual targeting ‘back to the future’.
Together, 4D and IRIS.TV will provide marketers, publishers, and content developers with a comprehensive understanding of a video’s context to drive better and more engaging and relevant customer experiences.
Umberto Torrielli, Co-founder and CSO at Silverbullet and 4D, says he is delighted to launch a relationship with IRIS.TV, the global leader in video data connectivity in order to bring 4D”iinside the video”. “In light of the third-party cookie demise, advertisers and publishers alike are seeking new ways to reach audiences in a compliant privacy-friendly way. Leveraging IRIS.TV’s unique marketplace will allow us to connect customers with contextual intelligence, driving brand safety and in-the-moment marketing.”
Bill Swanson, EMEA Strategy Lead for IRIS.TV, says he is excited to welcome Silverbullet and 4D to its data marketplace. “Silverbullet has long been an industry leader for marketing transformational products and services, and is best placed to scale 4D as we step into the new marketing age of a first-party data driven future, in a post-cookie world. Joining our marketplace means 4D customers will be able to unlock the potential of advanced contextual video. This is a win for everyone: brands, publishers, and consumers.”
Silverbullet Launches 4D Context Outcomes Engine Into U.S, Appoints New Board, And Global Growth Expert
Leading marketing transformation company, Silverbullet, has continued its rapid global expansion by today opening its first U.S office, and appointing a new board, as well as a Chief Revenue Officer specialising in growth.
Former CRO of DoubleVerify, Mark Pearlstein, is now the Chief Revenue Officer (CRO) of 4D: a division of Silverbullet. With more than 20 years of experience in the marketing technology and data management industry, Pearlstein will apply his extensive knowledge in sales, operations, revenue strategy, and data-driven marketing to continue driving the ambitious growth plans of the 4D Context Outcomes Engine. As CRO, Pearlstein will be responsible for accelerating business growth in the US and across the globe, expanding on the company’s success in EMEA and APAC.
Alongside Pearlstein, a new board joins Silverbullet, including Nigel Sharrocks (Founder of MediaCom), Alex Hooshmand (Co-Founder of Bluekai), Keith Saddler (Corporate Finance), and Martyn Rattle (CEO at Local Planet).
Pearlstein and the Board join Silverbullet to accelerate the growth of the recently launched 4D, context outcomes engine designed to reduce the friction to accelerate programmatic digital marketing performance.
“Digital marketing is undergoing transformative change as the third-party cookie fades away. In turn, context alongside rich, first-party data becomes the holy grail for businesses looking to succeed in the new marketing era. Silverbullet is uniquely positioned to serve clients as a new kind of marketing partner: one that is powered by innovative products and fueled by expert services. I look forward to being part of the company’s growth, as they expand into the U.S. market,” Sharrocks said.
Umberto Torrielli, Co-founder and CSO of Silverbullet, says the company is delighted to officially welcome Mark to the team during this exciting period of growth and expansion.
“In his work as CRO for DoubleVerify, Mark was instrumental in helping the world’s largest brands navigate the challenges of digital media in an increasingly complex environment. Under his leadership, DoubleVerify achieved revenue growth of over 1500%. Mark is an experienced CRO with in-depth knowledge of our industry, and he is the perfect fit to launch 4D: Context Outcomes Engine, a division of Silverbullet into the U.S. market,” he said.
Pearlstein says he couldn’t be more excited to join the amazing team at Silverbullet. “As advertising transitions to a world without cookies, marketers need to completely rethink their digital media tactics. Context and Sentiment replace the cookie as the most critical dimensions to identifying in-the–moment marketing opportunities and are at the heart of the 4D programmatic 3rd party Outcomes Engine. I look forward to working with the entire Silverbullet team and our new world-class Board, by adding my knowledge to a business that has already made a huge impact transforming data-driven marketing for clients such as Dolce&Gabbana, Fiat Chrysler Automobiles, Channel 4 and Network 10.”
Silverbullet opened its New York office in December 2020, where both Pearlstein and Torrielli will continue to launch 4D, while helping global clients to reduce the ‘friction’ in the flow of data and unlock significant ROI in marketing investments by empowering better, faster and smarter marketing decisions.