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 that recognizes the local languages.
Globally, brands are becoming conscious of Brand Safety. Introducing Brand Safety at a 30,000 feet height is about keeping a brand secure from every potential controversy or damage that could result from its presence at irrelevant and unsafe digital assets.
No brand would want to earn wrath by getting associated, or at least the 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 that 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 airline company would never want its ads displayed on video series like an air crash investigation. Here, even if the audience might be relevant, the sentiment set out by the content would not appreciate air traveling, at least at that spur of a moment when a viewer’s mind could be thinking that air travel isn’t perhaps safe. Additionally, there is abusive content, obscene content, and so forth.
Even if a very relevant website for a brand to display its ad has content in any local language and is abusive or foul language, the brand would never want its ad to appear there. There are essentially two core requirements for a Brand Safety solution to work.
One is the algorithm tree that will trigger needful actions based on the event we want to monitor. The other is the database of keywords, phrases, audio, images, and video, which can compare the content in real-time to decide if the content is safe for the brand to get associated with.
This understanding can only be managed by a local Brand Safety solution provider, which constantly keeps the library of potentially unsafe content updated and lets its algorithms decide whether the placement of a brand’s ad is safe.
With the Honourable Prime Minister already having advocated for Vocal4Local and AtmaNirbar Bharat initiatives, Brand Safety is an area that naturally fits the program, where achieving self-reliance makes economic sense and has a highly great product relevance.
Platforms like YouTube are increasingly becoming the default internet space for regional content in India. This content runs thousands of ads from different brands that would never understand the content. In situations like this, where a locally developed solution will make a lot of difference.
The opportunity for Brand Safety is immense. Every brand is not getting conscious about it, and some have already started proactively taking measures to tackle Brand Safety challenges. Over the next 5 years, brands will start making considerable spending on achieving Brand Safety. With the recent trend of digital becoming mainstream interface and 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 every day our portfolio of locally designed and developed Brand Safety solutions becomes wider. We aspire to make digital space a trustworthy, reliable, and accurate experience world. Our endeavor to make a Brand Safety portfolio a comprehensive solution offering end-to-end safety is a step in this direction.