Brand Safety & Suitability: Explained

Today on the show, Bryan Barletta sits down with Brendan Kelly (director of ad quality measure) and Stacey Hultgren (senior manager of ad quality measurement) of SXM Media to break down the concepts of brand safety and suitability. How do advertisers determine what shows are brand safe and brand suitable for them? They also discuss a proposal that Brendan and Stacey recently brought to an IAB working group, focusing on how transcripts can be used to ameliorate the process of determining brand safety and suitability for podcasts and audio.Listen in to learn about: The different between brand "safe" and brand "suitable.What is the IAB and how can you join?Why Bryan, Stacey, and Brendan think there's still ample time to get in on the ground floor and make changes.Why transcripts are so crucial for advertisers to acquire and consider.And much more! Here's our favorite idea from this conversation: Bryan uses the recent example of the Applebee's ad running on CNN's wartime coverage of Ukraine to explain brand suitability.Links: The IABThe IAB tech labSXM MediaThe DownloadSounds Profitable: Narrated ArticlesSquadCast Credits: Hosted by Bryan BarlettaAudio engineering and transcriptions by Ian PowellExecutive produced by Evo Terra of Simpler MediaSpecial thanks to James Cridland of PodnewsSounds Profitable Theme written by Tim CameronYouTube | The Young TurksCNN Airs Corny Applebee’s Ad While Covering Russia-Ukraine War iabtechlab.com-Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and DigiTrust ide… Show moreSXM MediaSXM Media — The Best of Music, Podcast, and Satellite Radio AdvertisingThis is the best of audio advertising, all in one place. Experience the power of audio across music, podcast, and satellite radio. (27 kB)https://www.sxmmedia.com/pod.linkThe Download from Sounds ProfitableThe most important news from this week and why it matters to people in the business of podcasting. Brought to you by Sounds Profitable. (85 kB)https://pod.link/1608566100pod.linkSounds Profitable: Narrated ArticlesSounds Profitable is a weekly newsletter that covers both strategic and tactical changes to the business side of podcasting. Articles cover a range of topics, from podcast adtech to new revenue models to innovative business initiatives and is read by senior podcasting industry management, including CEOs and divisional heads. Our mission is not to make the information from the podcasting industry more accessible to everyone, and this podcast feed is an extension of that. Each episode is a human-narrated version of the articles we publish on our site and in our newsletter, typically voiced by the author.See omnystudio.com/listener for privacy information.