Achieve optimal campaign protection without sacrificing reach and ROI

Comscore Activation™ provides robust brand safety and brand suitability filters for optimal campaign protection across display, video, mobile, CTV and podcasts.

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.

Always On

Rest assured knowing that your brand is protected with coverage that updates in real-time at the appropriate risk threshold.

Non-Binary

Fine-tune your brand safety applications using our nuanced levels based on risk tolerance, avoiding an all-or-none approach seen with a strict block list.

Avoid Keyword Updates

The intelligent categorization technology in our Brand Protection solution employs machine learning, so segments evolve with new terminology.

Brand Protection Segments and Risk Levels

Brand Safety Segments

Accidents
Alcohol
Click-Baiting
Crime/Violence
Gambling
Health Issues
Illegal Drugs

Manga/Anime
Misinformation
Negative News
Not Safe for Work
Offensive
Online Illegal
Porn

Terrorism
Tobacco
UGC
Weapons
Content Ratings (G)
Content Ratings (PG-13)
Content Ratings (R)

Brand Suitability Segments

Adult content
Alcohol
Arms & ammunition
Crime & violence
Death or Injury

Epidemic
Hate Speech
Illegal drugs
Military conflicts
Profanity and Obscenity

Terrorism
Tobacco/vaping
Violation of Human Rights

Misinformation Segments Powered by Newsguard

Untrustworthy
Health Misinformation

Political Misinformation
Election Misinformation

Covid Misinformation
QAnon Misinformation

Brand Suitability Risk Levels

High Risk
Main content relates to brand suitability category and/or is related to death, if applicable.

Medium Risk
Media content or entertainment content related to brand unsafe category but does not have death implications.

Low Risk
Content outside the main content article such as educational content, side bars and recommended/related articles related to the category

Meet the Experts

Rachel Gantz

Managing Director

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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Angela Rodriguez

Global Commercial Leader

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.

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