Prioritizing Brand Safety in Video Syndication

Prioritizing Brand Safety in Video Syndication

For publishers, ensuring brand safety is a top priority when building strong, lasting relationships with advertisers. In today’s landscape, where video content plays a critical role in digital publishing success, creating a secure environment for video ads is key to protecting advertiser brands from potential reputational risks and ensuring a steady revenue stream.

At Middleblock, we are committed to helping publishers maintain brand-safe environments. Advertisers are increasingly wary of the risks involved in having their ads appear next to questionable or controversial content. This is particularly true for sensitive topics such as political unrest or polarizing news, which can lead to uncertainty and discomfort for brands. To counter this, publishers must offer a rich library of engaging, non-controversial content that delivers results while safeguarding brand integrity.

Leveraging Middleblock’s Brand-Safe Video Solutions

Middleblock empowers publishers by providing access to a comprehensive library of high-quality, ad-friendly video content. We collaborate with trusted creators to offer a wide range of videos that fit seamlessly with a publisher’s existing strategy, eliminating the need for complex content provider agreements. By offering diverse video options, from wellness and fitness to home improvement and beauty, we help publishers engage audiences with content that resonates with their interests while keeping advertisers safe.

Our top-performing video categories—lifestyle, home, wellness, beauty, and more—make up a significant portion of our catalog, accounting for nearly 23% of our licensed video content. This ensures that publishers have reliable, compelling inventory suitable for a variety of ad placements.

Best Practices for Ensuring Brand Safety

When considering brand safety, there are a few key factors publishers should keep in mind to create a secure environment for advertisers:

1. Content Moderation and AI:
   Proactively filtering content is critical. At Middleblock, we combine human oversight with advanced AI-driven tools to continuously monitor and flag inappropriate or harmful material before it reaches the audience. This ensures that only high-quality, brand-safe content is available for advertisers and publishers.

2. Ad Placement and Contextual Alignment:
   Ensuring that ads are placed next to relevant and non-controversial content is crucial to maintaining a safe environment. At Middleblock, we use contextual targeting to match ads with appropriate videos, minimizing the risk of association with content that might harm an advertiser’s brand image.

3. Ad Verification and Trust-Building Tools:
   Middleblock integrates ad verification services to provide transparency and accountability for ad placement. By utilizing third-party tools, we ensure that advertisers can trust that their ads are displayed in the right context, without any issues related to ad fraud or poor viewability.

4. Content Quality and Relevance:
   The foundation of brand safety is high-quality content that resonates with audiences and aligns with advertiser values. By curating a vast library of engaging and non-controversial videos, Middleblock ensures publishers can deliver content that reflects the interests of both users and advertisers alike.

5. Transparency and Communication:
   Open and ongoing communication with advertisers is vital to maintaining trust. At Middleblock, we prioritize transparency, providing detailed reports on ad placement and performance. This helps build confidence in the platform and ensures that any brand safety concerns are addressed promptly.

Creating a Safe Environment for Publishers and Advertisers

Ultimately, brand safety is about fostering trust. Publishers that prioritize content quality, relevance, and transparency will attract advertisers looking for a secure place to engage their audience. By leveraging Middleblock’s extensive library of brand-safe videos, publishers can create an optimal environment that benefits both advertisers and users, leading to long-term success.

At Middleblock, we are dedicated to ensuring that both publishers and advertisers thrive in a safe and trusted ecosystem. Our mission is to support our partners with high-quality video content that not only enhances user experience but also secures advertiser confidence.