If there’s a way to help clean up the digital media ecosystem—from TAG to ads.txt to DoubleVerify—Tremor Video DSP is a big participant and supporter. Because brand safety tends to be subjective depending on the advertiser, Tremor Video DSP is now relying on Grapeshot’s “contextual intelligence” capabilities, says CEO Lauren Wiener.
Tremor Video DSP’s three-point plan to address concerns in the market around transparency overall and around quality of inventory encompasses policy, fraud and brand safety, Wiener explains in this interview with Beet.TV at the IAB Video Symposium.
Tremor Video DSP also enforces the IAB’s ads.txt compliance on its end and that of all its suppliers. “We’re only going to work with supply that’s been validated and we’re encouraging everyone else in the ecosystem to do the same thing.”
To curtail fraud, the company works with “all the leading players, whether it’s DoubleVerify, IAS, to make sure that our pre-bid inventory is screened for fraud and we’re using whatever vendor our clients want.”
On the brand safety side, Tremor Video DSP recently announced it’s working with Grapeshot, whose solutions provide advertisers with contextual intelligence. Grapeshot’s pre-bid, custom brand-safety capabilities are now available for Tremor Video DSP’s advertisers across all supply.
“Brand safety is really the most subjective of the three criteria and so we want to really understand what each marketer cares about and what context they are comfortable having their ad in,” Wiener says.
Two of her main takeaways from the IAB confab are the continued rise of storytelling via premium video and brand safety. With regard to the latter, she takes issue with some of the comments by NBCUniversal’s Linda Yaccarino at the event regarding where advertisers should be directing their video dollars.
“Linda Yaccarino’s message about premium and premium quality is an important message,” says Wiener. “But I also think that marketers need to understand that their consumers are watching video in so many different places that if you only pick the names that you knew from 1950, you’re going to miss a lot of how the audience is consuming video today.”
This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP. For more videos from the series, please visit this page.
