OpenSlate Launches Comprehensive Brand Safety Auditing for YouTube

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Widespread industry adoption supports a new standard for contextual brand safety.

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Brand safety is not a one-size-fits-all solution. OpenSlate’s methodology provides clients with a data-driven standard for defining and measuring brand safety - which can be applied flexibly across Google Preferred and auction-based media on YouTube.

OpenSlate, the leading provider of social video analytics, today announced a new brand safety auditing solution that provides advertisers with greater transparency and insight into their YouTube media spend.

OpenSlate’s auditing product is the first independent, third-party confirmation of YouTube contextual brand safety available to advertisers. This new product has been enabled through enterprise partnerships with
GroupM, Horizon Media, Dentsu Aegis Network, MAGNA, Publicis Media, and Omnicom Media Group. OpenSlate’s brand safety solutions are now available to hundreds of blue-chip advertisers across every major media agency.

Brand safety is not a one-size-fits-all solution. OpenSlate’s methodology provides clients with a transparent, data-driven standard for defining and measuring brand safety - which can be applied flexibly across Google Preferred and auction-based media on YouTube.

OpenSlate has been focused on YouTube content quality and brand safety since its launch in 2012. “The industry has rallied around OpenSlate’s brand safety solutions,” said Mike Henry, CEO at OpenSlate. “Our new auditing product delivers greater transparency and accountability as brands consider more closely the content that they’re supporting.”

By leveraging OpenSlate’s proprietary data about more than 350 million ad-supported videos on YouTube, advertisers ensure YouTube ads are running in the most appropriate environment for their campaign and brand. While some content is regarded as universally unsafe, the safeness or suitability of other content is subjective -- but measurable. OpenSlate’s auditing solution gives clients the power to evaluate which content aligns to their standards.

“Our continued partnership with OpenSlate allows us to provide our clients with customized YouTube brand safety controls and contextual guidance in the marketplace,” said Susan Schiekofer, chief digital investment officer, GroupM North America. “GroupM is committed to third-party measurement as a means to gain greater clarity into the digital media supply chain.”

“Digital continues to suffer from perceptions of trust and accountability, and brand safety is a critical factor across all channels that we manage for our clients,” said Sarah Baehr, EVP, Managing Partner, Digital Investment at Horizon Media. “Media is most effective when delivered in relevant, brand-appropriate environments and we trust OpenSlate for independent assessments of brand safety.”

“At Dentsu Aegis Network, we take brand safety seriously and have an extensive approach in place to ensure we are at the forefront of managing risks on behalf of our clients,” said Anthony Laurenzo, SVP of Non-Linear Strategy and Investment. “We are excited about the new YouTube auditing solution from OpenSlate and will be testing it as an added layer of verification to validate that our clients’ ads are running in environments that align with their respective brand safety parameters.”

“OpenSlate’s new independent data will help our agencies and their clients identify the most brand safe inventory on YouTube. We are committed to providing the highest levels of brand safety for our clients, and continue to work closely with Google, other walled gardens, and all publishers to ensure the success of our clients’ marketing solutions,” said Karyn Johnson, President, Publicis Media Precision. “We commend OpenSlate’s efforts to continue to challenge publishers to elevate their protocols to ensure these standards are met.”

“We at Omnicom Media Group strongly believe that brand safety must be an area of constant focus to ensure our clients’ brands are aligned with desirable content in a rapidly evolving video marketplace,” said Jon Anselmo, Chief Digital Officer, President, Omnicom Media Group. “It is imperative that we continue to innovate in this area and we support efforts such as OpenSlate’s to further add transparency and accountability across social video.”

The new auditing product is currently available to enterprise partners in the US and will begin rolling out globally in Q4 2017. OpenSlate’s brand safety and contextual analytics solutions have been deployed in 17 countries. The company recently raised $7 million in funding in a round lead by North Base Media and was named one of the hottest ad tech upstarts of 2017 by Business Insider.

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Kate Ritchie
OpenSlate
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