Crisp have launched a new online advertising audit to ensure that global brands’ ads will not appear next to offensive content or fund terrorism which would lead to brand erosion.
In February 2017, major news publications exposed the extent of misplaced ads on major online channels highlighting that big-name brands have found their content associated with terrorism and pornographers and those supporting extremist views. Advertisers responded with a large scale withdrawal of online ads for fear of their ads being placed by extremist or inappropriate content.
Crisp’s new service uses targeted Artificial Intelligence to assess in real-time every user generated piece of text, video and image on webpages or channels where a brand’s ad is shown. This is teamed with highly-trained global Social Media Risk Analysts further checking the nature of the video and image content, meta data, commentary and comments to establish if it meets the brand’s values and target audience. Advertisers content is then immediately withdrawn from the advertiser’s approved network if a webpage or video channel does not conform. This prevents their brand from appearing against high-risk content.
According to Crisp founder and CEO the effects of offensive and illegal content when associated with brands are now too devastating for them to ignore. Crisp’s online advertising audit service helps big-spending advertisers regain confidence to re-instate their online campaigns.
The new online advertising audit service will be rolled out to existing customers as an extension of their risk protection cover whereas it will be available for new brands to protect themselves in the next few months.