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
Rachel Gantz est directrice d'Activation Solutions. À ce titre, elle supervise la stratégie de mise sur le marché des produits d'activation de Comscore.
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Angela Rodrigues est vice-présidente des services d'activation. À ce titre, elle conseille les clients et leur permet de tirer parti des solutions Comscore.