Brand Safety Worries Are Hurting News Publishers Ahead of 2020 Election

Trade groups propose on ad-tech solutions to reassure brands

Ahead of a contentious 2020 U.S. presidential election, two trade bodies representing media agencies and publishers are working toward more sophisticated brand safety standards and how to apply them to news content.

These organizations—the American Association of Advertising Agencies and Digital Content Next—are devising a standardized means of analyzing sentiment on recognized news websites to better assure advertisers their ads aren’t served next to hot-button political content.

In particular, the group wants to establish a consensus whereby the industry’s major content verification providers can identify the context, sentiment and tone of news items, then use software to help advertisers decide if such stories are suitable for their brand.

Discussions first began in Q1, with subsequent meetings taking place throughout the year.



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