To be able to solve Brand Safety issues effectively, the nuanced understanding of vernacular is the essence for AI and ML based solutions to work. This can only be handled by a local brand which recognises the local languages.
Globally, brands are becoming conscious of Brand Safety. To introduce Brand Safety at a 30,000 feet height, it is about keeping a brand secure from every potential controversy or damage that could result due to its presence at irrelevant and unsafe digital assets.
No brand would want to earn a wrath by getting associated, or at least audience perceiving them so, with something that goes against their philosophy. A brand would never want its ads to appear on sites, apps and video channels which do not reflect it. Not just that it would not get the right target audiences, but also because its positioning would go for a toss. For example, an airlines company would never want its ads to be displayed on video series like Air crash investigation. Here, even if the audience might be relevant, the sentiment set out by the content would not appreciate air travelling at least at that spur of a moment when a viewer’s mind could be thinking that the air travel isn’t perhaps safe. To add to the complexity there is abusive content, obscene content, so on and so forth.
For a Brand Safety solution to work there are essentially two core requirements. One is obviously the algorithm tree that will trigger needful actions basis the event we want to monitor. The other is the database of keywords, phrases, audio, images, and video with which the content can be compared in real time to decide if the content is safe for the brand to get associated with. Simply put, even if a website which is very relevant for a brand to display its ad has content in any of the local languages, and is an abuse or bad language, the brand would never want its ad to appear there.
This understanding can only be managed by a local Brand Safety solution provider, which constantly can keep the library of potentially unsafe content updated and let its algorithms decide whether the placement of a brand’s ad is safe or not.
With Honourable Prime Minister already having strongly advocated for Vocal4Local and AtmaNirbar Bharat initiatives, Brand Safety is one such areas which naturally fits the programme, where achieving self-reliance does not only make economic sense but has an extremely great product relevance.
Platforms like YouTube are increasingly becoming default internet space for regional content in India and this content runs thousands of ads from different brands who would never understand what the content is all about. It is in situations like this, where a locally developed solution will make a lot of difference.
The opportunity of Brand Safety is immense. Every brand is not getting conscious about it and some have already started proactively taking measures tackling Brand Safety challenges. Over the next 5 years, brands will start making considerable spends on achieving Brand Safety. The recent trend of digital becoming mainstream interface as well as D2C (direct to consumer) also gaining momentum, it would be incumbent on brands to have zero tolerance towards Brand Safety. This is an opportune moment for the entire ecosystem to pitch for locally designed and developed Brand Safety solutions. Thankfully, at mFilterIt we are already on the charter and everyday our portfolio of locally designed and developed Brand Safety solution becomes wider. We aspire to make digital space a trustworthy, reliable, and true experience world. Our endeavour to make Brand Safety portfolio a comprehensive solution offering end-to-end safety is a step in this direction.