Digital advertising has been under heavy scrutiny recently. In addition to P&G’s Marc Pritchard calling on the industry to clean up the “crappy” media supply chain earlier this year, YouTube was just shunned by dozens of advertisers for placing ads alongside extremist content.
When all’s said and done, the Google-owned video platform is expected to lose $750 million. And you know what they say, “one man’s loss is another man’s gain.”
So, who is reaping the benefits? Well, this scandal presents a huge opportunity for publishers to take back a bigger piece of the pie from the Facebook, Google duopoly currently controlling digital advertising. But marketers still need assurance that their money is being put to good use.
Beachfront Media, a unified video platform, is raising its hand on behalf of the industry, and guaranteeing advertisers that they can, once again, sleep easy at night.
But how can they be so sure?
The company has developed a Two-Way Transparency Suite to bring an additional layer of control to programmatic video advertising, giving brands the peace of mind that ads are being served alongside high-quality, brand-safe content.
The suite of products provides publishers with the data and tools to understand, analyze, and approve the advertisements running on their owned-and-operated sites. In addition, publishers will be able to preview the advertisers and video creatives that have bid on the inventory in real-time, and approve or block as needed based on content, quality, channel conflicts and several more factors.
“With advertisers expressing their discontent with the digital landscape, it’s essential to provide publishers with the tools they need to succeed,” said Frank Sinton, Beachfront Media founder and CEO. “The Two-Way Transparency Suite is a win-win for all sides of the equation, ensuring polite, proper placement of advertising content throughout the digital ecosystem.”
In addition to creative control, the suite will also incorporate ad blocking and approvals, which will allow users to apply blacklists or whitelists of individual demand side platforms (DSPs), content categories, or advertisers. This function can be initiated at the global level or at the individual inventory source level.
Digital advertising spend has surpassed television, but there is still a definite uncertainty in regards to the validity of the “wild wild web.” But with adtech vendors like Beachfront Media actively developing solutions like this transparency suite, it’s only a matter of time till faith is restored in the industry.
Other expert takes:
Will Richmond (VideoNuze)
Tobi Elkin (MediaPost)
Sudipto Ghosh (MarTech Series)