Tremor, the programmatic video platform, has officially unveiled a three-point brand protection plan in an attempt to provide valuable security to its interface. The three-point plan includes several key points: brand safety, transparent supply chain, and real-time fraud verification. The protection plan will also serve to protect the advertising investments that are being made on video, as Forrester Research estimates that around 64 percent of all ad fraud is on video even though video ads make up only 45 percent of the digital ad market.
The new protection plan has been thoroughly thought out to hinder the possibility of ad fraud within video content. The brand-safety element will be implemented through the use of contextual intelligence tools, such as the ones that have been made available by Grapeshot, to assure ads would only appear on brand-safe supply.
The fraud verification feature will serve to exclude fraudulent inventory with the help of neighboring security partners like DoubleVerify. Lastly, the transparent supply chain component includes an agreement with the Interactive Advertising Bureau’s ads.txt protocol along with TAG’s Certified Against Fraud Program; this security compromise will provide validity to Tremor’s interface and collaborative effort to ensure maximum security.
“Comprehensive brand protection must become the standard,” said Abbey Thomas, CMO, Tremor Video DSP. “Every player in the ecosystem must work together to deliver on digital video’s promise.”
Advertisers have grown increasingly frustrated with the lack of brand safety and the steadily increasing issue of ad fraud in recent years. Because of these issues, over 57 percent of marketers have increased their spending on channels that prove to be brand safe; Tremor’s ultimate goal is to provide the highest level of brand security via the three-element protection plan listed above.