Comments on: The Basics of Brand Protection http://www.adotas.com/2010/03/the-basics-of-brand-protection/ Where Interactive Advertising Begins Fri, 10 Feb 2012 14:59:18 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Steven Lee, ScanScout http://www.adotas.com/2010/03/the-basics-of-brand-protection/#comment-812862 Steven Lee, ScanScout Sat, 13 Mar 2010 01:05:26 +0000 http://www.adotas.com/?p=15491#comment-812862 100% agree. True brand protection requires analyzing actual content on the page (text, video, etc) at the time the user is consuming the content. It is not sufficient to use stale URL databases licensed from 3rd parties. The analysis requires sophistication beyond simple white/black-lists to maintain a strong trade-off between true positives/false positives. 100% agree. True brand protection requires analyzing actual content on the page (text, video, etc) at the time the user is consuming the content. It is not sufficient to use stale URL databases licensed from 3rd parties. The analysis requires sophistication beyond simple white/black-lists to maintain a strong trade-off between true positives/false positives.

]]> By: E. Johnston http://www.adotas.com/2010/03/the-basics-of-brand-protection/#comment-812773 E. Johnston Fri, 12 Mar 2010 06:04:16 +0000 http://www.adotas.com/?p=15491#comment-812773 I like this: "To put it bluntly, brand protection is not media verification and media verification is not brand protection." Technology can provide all kinds of neato stuff but really brand protection comes down to common sense. Taking the time to get to know people and their company visions takes dedication and frankly a real fear they might be missing something great. I suspect most CMOs are overwhelmed by the options. I like this: “To put it bluntly, brand protection is not media verification and media verification is not brand protection.”

Technology can provide all kinds of neato stuff but really brand protection comes down to common sense. Taking the time to get to know people and their company visions takes dedication and frankly a real fear they might be missing something great.

I suspect most CMOs are overwhelmed by the options.

]]> By: James Oppenheim, Peer39 http://www.adotas.com/2010/03/the-basics-of-brand-protection/#comment-812687 James Oppenheim, Peer39 Thu, 11 Mar 2010 16:40:43 +0000 http://www.adotas.com/?p=15491#comment-812687 Great point, Sacha! We believe that brand protection is emerging as an essential element of online advertising. Understandably, many brands continue to be skeptical of moving their campaigns to the virtual world because they are unsure of where their ads will appear. Semantic technologies allow for an understanding of the true meaning and sentiment of content in real time, so brands can avoid undesirable webpages based on content, not simply by keyword. Semantic technologies also need to constantly revise and improve their taxonomy in order to ensure precise understanding of content and assuring brands that they are safe online. Only then will the floodgates open, and the true revenue potential of online advertising be tapped. Great point, Sacha! We believe that brand protection is emerging as an essential element of online advertising. Understandably, many brands continue to be skeptical of moving their campaigns to the virtual world because they are unsure of where their ads will appear. Semantic technologies allow for an understanding of the true meaning and sentiment of content in real time, so brands can avoid undesirable webpages based on content, not simply by keyword. Semantic technologies also need to constantly revise and improve their taxonomy in order to ensure precise understanding of content and assuring brands that they are safe online. Only then will the floodgates open, and the true revenue potential of online advertising be tapped.

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