Snapchat looks to drive brand safety with new partnerships
With major brand safety issues raised in the last few months in digital, Snapchat is looking to gain the advertisers’ trust with partnerships with independent companies such as Moat, Integral Ad Science and Double Verify.
The company said in a blog post, “We want to design amazing new ways to communicate, while cultivating a vibrant community where being yourself is both fun and safe. This means creating simple creative tools and simple rules for what’s ok and what’s not. This also means taking swift action against offenders, whether that’s removing a Story and sending a warning, or deleting an account entirely.”
Integral Ad Science (IAS) will review Snap brand safety protocols in effort to further reduce the risk of negative exposure for brands.
“In most of our ad products, curation plays a big role in creating a safe space for advertising. If you place Snap Ads in Publisher Stories or Our Stories, for example, your ads will appear in context of Snaps curated by editors or by Team Snapchat,” Snapchat’s blog explained further.
“IAS commends Snap on taking a proactive approach and partnering with 3rd party measurement companies to protect brand image for their advertisers. Upon review of their unique user design and experience, internal processes, and protocols related to brand safety, IAS is confident that Snap is taking the right steps to mitigate brand risk for their advertisers,” said David Hahn, Chief Product Officer, at Integral Ad Science.
Snapchat’s partnership with DoubleVerify (DV) will provide brand advertisers with an advanced level of brand safety controls and help ensure their promotion on Snapchat is delivered within appropriate content. DV has provided an independent review and validation of the processes that Snap is deploying to assess the quality and appropriateness of content posted by individual users, as the first phase of their joint initiative. The Snapchat brand safety protocol is designed to block any ads from appearing adjacent to user-generated content that is determined to be inappropriate or objectionable. The two companies plan to introduce future initiatives this year designed to increase the impact of advertising on the Snapchat platform.
“DoubleVerify is proud to partner with Snap on this important brand safety initiative. We applaud Snap for swiftly addressing the needs of advertisers for third-party validation across their digital media investments. We are extremely pleased that the results of our first review confirm that Snap’s brand safety controls provide a meaningful layer of protection for brand advertisers,” says Wayne Gattinella, President and CEO at DoubleVerify.
Snap Inc. is extending its relationship with Moat to include brand safety on the Snapchat platform. Marketers working with Moat and Snapchat can now gain viewability, attention, and brand safety guidance to help ensure their brands are seen and engaged with in a safe environment.
“GroupM is happy to support Moat and Snapchat in their joint efforts to maintain a brand-safe environment throughout the Snapchat app. As more media buying moves onto dynamic platforms like Snapchat, GroupM will continue to press for innovative approaches to protecting brands, and is encouraged that Moat and Snapchat are making a move to more measurable brand safety,” said John Montgomery, GroupM Global Executive Vice President of Brand Safety.
“Snapchat continues to push on the issues that matter to marketers, from transparent 3rd party measurement to a focus on business outcomes, and we are pleased to share that Snapchat has focused on ensuring brand safety measures are in place. We look forward to working together on creative solutions around such an important topic as brand safety,” said Jonah Goodhart, Moat CEO and Co-Founder.
Moat, IAS and DoubleVerify will also join the Snapchat Brand Safety Coalition, a group that will regularly convene to discuss Snap policies and approach, as well as industry best practices.
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