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LOUIS JONESEVP Media + Data 4A’s@LouisJonesIV
MIKE ZANEIS President & CEOTrustworthy Accountability Group (TAG)
ABRAHIM FARRAJ Manager Creative Content Protection NBCUniversal
MICHAEL TIFFANYCo-Founder & President White Ops@kubla
BRAND AND CONSUMER SAFETY- THE JOURNEY FORWARD
#4AsDecisions2020
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Advertising Assurance
An Approach to Brand Safety
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Advertising Assurance Forum
An Engaged Conversation….
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Consumers and Brands are Negatively Impacted by Offensive Content
Scott Hagedorn of Hearts & Science at 4A’s Data Summit sharing research
recently conducted with Wharton
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Advertising Assurance Action Plan Advertising Assurance Action Plan 1. DEVELOP A RISK MANAGEMENT
MODULE
Develop categorization(s) of risk across a continuum for brands to better delineate each advertiser’s appetite for risk – from “quality” to “low CPM”
A focus on the role White Lists and other forms of sharing can provide around levels of safety
2. A CODE OF DECENCY A “floor” or an industry agreed upon set of definitions across agencies that align baseline expectations for safety
Help marketers identify bad actors within the ecosystem – Advertiser Protection Bureau (APB)
3. ECOSYSTEM EDUCATION Develop a playbook for assessing the risk continuum, inclusive of new standards, metrics, and tools to be leveraged in Advertising Assurance Demystify the value chain costs related to safety and shift mindsets across the industry to effective metrics that matter.
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Every Friday @ 9:45AM
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Launch of Brand Safety Frameworks 2 of 3 Actions complete!
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Category[Video/Audio/Text]
BrandSafety“Floor”
Adult&ExplicitSexualContent Illegalsale,distribution,andconsumptionofchildpornographyExplicitorgratuitousdepictionofsexualacts,and/ordisplayofgenitals,realoranimated
Arms&Ammunition PromotionandadvocacyofSalesofillegalarms,rifles,andhandgunsInstructivecontentonhowtoobtain,make,distribute,oruseillegalarmsGlamorizationofillegalarmsforthepurposeofharmtoothersUseofillegalarmsinunregulatedenvironments
Crime&HarmfulactstoindividualsandSocietyandHumanRightViolations
Graphicpromotion,advocacy,anddepictionofwillfulharmandactualunlawfulcriminalactivity–murder,manslaughter&harmtoothers.Explicitviolations/demeaningoffensesofHumanRights(eg,trafficking,slavery,etc.)
DeathorInjury PromotionoradvocacyofDeathorInjuryMurderorWillfulbodilyharmtoothersGraphicdepictionsofwillfulharmtoothers
Onlinepiracy Pirating,Copyrightinfringement,&Counterfeiting
Hatespeech&actsofaggression Unlawfulactsofaggressionbasedonrace,nationality,ethnicity,religiousaffiliation,gender,orsexualimageorpreferenceBehaviororcommentarythatincitessuchhatefulacts,includingbullying
Militaryconflict Incendiarycontentprovoking,enticing,orevokingmilitaryaggressionLiveactionfootage/photosofmilitaryactions&genocideorotherwarcrimes
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Category[Video/Audio/Text]
HighRisk MedRisk LowRisk
ObscenityandProfanity Glamorization/Gratuitousdepictionofobscenities,profanity,orotherrepulsiveactions
DramaticdepictionofprofanityandobscenitiespresentedinthecontextofentertainmentbygenreTopical/currenteventsnewscoverageofprofanityandobscenitiesGenrebaseduseofprofanity,gestures,andotheractionsthatmaybestrong,butmightbeexpectedasgenerallyacceptedlanguageandbehavior
EducationalorInformative,treatmentofObscenityorProfanityNewsfeaturestoriesonthesubject
IllegalDrugs Glamorization/Gratuitousdepictionsofillegaldrugs/abuseofprescriptiondrugs
Dramaticdepictionofillegaldruguse/prescriptionabusepresentedinthecontextofentertainmentTopical/currenteventsnewscoverageofillegaldruguse/prescriptionabuse
Educational,Informative,Scientifictreatmentofillegaldruguse/prescriptionabuseNewsfeaturestoriesonthesubject
SpamorHarmfulContentTerrorism Depictionofterroristactionsthatare
disturbing,agitatingorpromotesharmfulactstoothersorsocietyTerroristcontentrequiringavieweradvisoryInsensitiveandirresponsibletreatmentofterrorism/relatedcrimes
DramaticdepictionofterrorismpresentedinthecontextofentertainmentTopical/currenteventsnewscoverageofterrorism
Educational,Informative,ScientifictreatmentofterrorismNewsfeaturestoriesonthesubject
Tobacco/eCigarettes/Vaping Insensitiveandirresponsiblecontent/treatmentthatencouragesminorstousetobaccoandvapingproducts&Alcohol
Dramaticdepictionoftobacco,vaping&alcoholusepresentedinthecontextofentertainmentTopical/currenteventsnewscoveragetobacco,vaping&alcoholuse
Educational,Informative,Scientifictreatmentoftobacco,vaping&alcoholuseNewsfeaturestoriesonthesubject
SensitiveSocialIssue/ViolationsofHumanRights
Depictionofsensitivesocial/harmfulactsinnegativecontextInsensitiveandirresponsibletreatmentofsensitivesocialissues/humanrights
Dramaticdepictionofsensitivesocial/otherharmfulactspresentedinthecontextofentertainmentTopical/currenteventsnewscoverageofsensitivesocialissues
Educational,Informative,Scientifictreatmentofsensitivesocial/otherharmfulactsNewsfeaturestoriesonthesubject
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Advertising Assurance
What’s Next?
Fake News?
Exposing the business of
Fraud/Piracy/Counterfeiting
A Comprehensive Approach
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4A'sDecisions20/20|March26th,2019
BRANDSAFETYUPDATE:DefiningRealResults
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13
Component Parts of Brand Safety
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WHAT IS A TAG CERTIFIED CHANNEL?
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FRAUDRATESINTAGCERTIFIEDCHANNELS
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REQUIREMENTSFORTAGCERTIFICATION
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