State of Digital UK 2023
Comscore Activation™ goes beyond the typical binary approach to brand safety and enables advertisers to pursue their desired advertising strategy without worrying about unwanted negative associations. Comscore’s proprietary categorization technology analyzes billions of URLs, videos, and podcasts each month. It takes into account the true essence of the content – not just URLs or keywords – by applying non-linguistic contextual profiling (also known as “pattern profiling”) across hundreds of thousands of topics to provide a highly-accurate appraisal of safety.
This methodology allows Comscore to provide brand suitability tiers that give advertisers the ability to fine-tune their brand safety applications based on risk tolerance. Clients can combine high/medium/low risk segments with numerous descriptive filters, custom keywords and phrases to protect campaigns based on their unique brand needs.
High RiskMain content relates to brand suitability category and/or is related to death, if applicable.
Medium RiskMedia content or entertainment content related to brand unsafe category but does not have death implications.
Low RiskContent outside the main content article such as educational content, side bars and recommended/related articles related to the category
In her role as Managing Director, Proximic by Comscore, Rachel oversees product, go-to-market strategy, and operational execution of Comscore’s Activation business - fueling the programmatic advertising ecosystem with best-in-class quality data at scale.
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In her role as VP, Activation, Angela helps clients navigate the programmatic advertising ecosystem and answer critical business questions by leveraging insights from Comscore’s cross-platform data assets. Angela has spent over 13 years in the advertising industry and at Comscore.