Elkin: Esta coalición surge en un momento en el que los anunciantes están cada vez más nerviosos
DoubleVerify, Integral Ad Science (IAS), and Moat joined Snapchat Brand Safety Coalition, a body that will meet regularly to discuss Snap policies, approaches, and industry best practices, according to MediaPost. With this partnership, these companies are partnering with social network to offer advertisers brand-safety controls designed to help ensure their promotions on Snapchat appear in appropriate content. In February, a newspaper investigation discovered ads next to offensive and hate-filled video content on YouTube. After conducting reviews of Snapchat about advertising offerings and processes, companies such as DoubleVerify and IAS, decided to join the social network initiative. “Media quality is the key issue impacting the growth of digital spend today. Protecting the brand equity of our advertisers is critical, and we are proud to be working closely with Snap in our joint efforts to address these issues” said Wayne Gattinella, President and CEO at DoubleVerify. “Upon review of their unique user design and experience, internal processes, and protocols related to brand safety, IAS is confident that Snap is taking the right steps to mitigate brand risk for their advertisers” said David Hahn, CPO, at Integral Ad Science.
