Content discovery platform Outbrain has recently partnered with IAS integration to improve brand safety. This new deal would enable Outbrain to go beyond its earlier keyword-only blocking of objectionable pages with a new improved contextual blocking which identifies story content. This new venture would definitely boost the public image of Outbrain.
The VP of Product Marketing, Outbrain Dennis Yuscavitch has welcomed this partnership with ad-quality measurement firm Integral Ad Science (IAS). Now, with this recent integration, when the marketers offer their content on the Outbrain’s online grid they would come across a “you may also like” content along with a pixel from IAS at the bottom of the articles. It would enable the viewers to doubly verify or moat the articles.
The IAS pixel would enable the measurement service to at first scan a page and then deliver a detailed report about the surrounding content whenever the viewers report the use of objectionable keywords in the content. If the keywords are really found to be objectionable, then the pages would be blocked and would not show the ad.
The built-in service offered by IAS disables the marketer’s content from being loaded onto a given page if the contextual reading of the content is not found supportive. Yuscavitch justified this service by providing an example. Recently, there was a big story reporting the presence of the drug in a cruise ship. IAS’s intelligent service went beyond blocking display of a marketer’s content on all the pages with the keywords “drug” or “cruise”. Instead, they understood whether the page contained content about the story of the cruise ship or any similar story and blocked them. Outbrain would also add their own dashboard report about brand safety-related actions on the given page. Yuscavitch added, Outbrain is the only site which offers contextual notification to prevent publishers’ content from being seen on pages with objectionable content.