RTB House has adapted its multi-layer brand safety mechanisms to tailor itself for each brand’s policies.
Brand safety is fast becoming a critical concern of the digital advertising space. Brands and publishers must now ensure that their ads don’t run next to inappropriate content or within an unsafe environment, which means content that contains extreme political views, fake news, violence, catastrophe, or explicit content.
Additionally, as computer hacks and identity theft are on the rise, there has been an escalation in malware and phishing content on the internet. To complicate this issue, every brand varies widely in their target audience and must employ a unique brand safety policy.
With this in mind, RTB House has adapted its multi-layer brand safety mechanisms to tailor itself for each brand’s policies. With natural language processing (analyzing web content in real time) at its core, RTB House has developed a brand safety platform that can skim tens of thousands of internet articles and websites daily, ensuring brand safety on a real-time basis across much of the internet.
The core technology developed by RTB House is the Brand Profile layer, which prevents ads from being served on websites or next to content that is not offensive in general but may have negative effects from the perspective of advertisers’ brand-safety policies. It includes three independent features:
- Website category filters help brands to avoid website categories, which may be sensitive from perspective of different brands, like e.g. politically controversial, user-generated content, file sharing, gambling, video stream, gaming, manga and social services.
- News filters, which automatically blocks news containing specific non-brand-safe keywords (both in URL addresses, in the content, or even in the meta page descriptions). It is very helpful for companies which don’t want to be associated with specific content (like automotive brands avoiding ads placement near to news about car crashes or articles about alcohol). Since activating the natural language processing algorithm, RTB House has already catalogued more than one million articles and it’s constantly auditing more than 16,000 of the most popular global articles every day – aiming to auditing more than 50,000 daily.
- The RTB Blacklist allows brands block their ads from specific, chosen URLs.
“We are the leading provider of technology powered by natural language processing that addresses the brand-safety dilemma. Our solution is a game changer,” says Chandra Kuncara, Country Manager, Southeast Asia, RTB House. “We now have the ability to understand unstructured data and analyze content on web pages before placing ads there. It then prevents the ads from being displayed through offensive-content blocking. We also provide a combination of robust security to prevent ad placements in unsafe environments.”
On top of RTB House's technology that can be tailored for specific brand needs, its proprietary ad platform is powered with a multi-layer brand safety firewall that includes an SSP and 3rd party solutions layer with leading brand-safety solutions from programmatic inventory suppliers, and an Offensive content and malware layer that is complementary to the first layer.
Clients of RTB House use the company’s solution to deliver ultra-personalized ads based on behavior tied to users search tactics, browsing and basket behavior and other observations within seconds across all devices and at just the right time to improve conversions and boost sales. RTB House’s world-class retargeting platform currently handles over 2 million bid requests per second, over 10 billion ad views per month and over 3.5 million daily clicks. (Source: RTB House)