One of the biggest issues that brands have when advertising on most systems is that they are at risk of having their ads placed next to undesirable content. This has happened many times with companies advertising next to extremist or terrorist content, causing quite a problem. While brands have been upset about this for a long time, most ad networks are doing very little to solve the problem. Brands, however, don’t really want to stop advertising on major sites like YouTube either, which puts them in a difficult position.
Most advertisers can’t ignore the vast reach YouTube offers in the meantime, and some are investing in their own tools to address the issue.
They have created a proprietary algorithm that is now being used to help protect their brand from issues related to unwanted placement of ads on YouTube. This algorithm was developed by their own programmatic and media-buying teams, and uses a number of filters to ensure only quality content qualifies for their ads.
The filters look at a variety of things including video count, subscriber count, native language, comments, topics, and much more. There are currently around 5 million YouTube channels that JP Morgan Chase would have normally had ads displayed on if they just used the default YouTube programmatic system. After using their own system, however, this got reduced down to 3000, and they are claiming a 99.9% success rate.
“The model that Google has built to monetize YouTube may work for it, but it doesn’t work for us,” Aaron Smolick, JP Morgan’s executive director of paid media analytics and optimization, told Business Insider. “The attention of protecting a brand has to fall on the actual people within the brand itself.”
Whether this will be a one-time thing for JP Morgan Chase, or if they will develop their own systems for other ad networks will be interesting to see. It will also be important to watch to see if other major corporations begin developing their own filtering systems to combat ad fraud, transparency issues, and other problems.