RTB House launches 3 new brand safety layers

RTB House has developed multi-layer brand safety mechanisms to offer brands a solution based on individual requirements, the company announced this month.

RTB House says that with real-time content analysis and natural language processing at its core, RTB House’s new brand safety platform skims tens of thousands of internet articles and websites, ensuring brand safety is protected in real-time.

“We are the leading provider of technology powered by natural language processing that addresses the brand-safety dilemma. Our solution is a game changer. Our brand safety solution has been just tested thoroughly by one of our key UK clients using the independent monitoring mechanism of Integral Ad Science (IAS). The test results were significantly above the IAS benchmark for the UK.”

Artur Jaworski, Business Director, UK, RTB House

The technology, known as the Brand Profile layer, prevents ads from being served on websites or next to content that is not offensive in general but may have negative connotations for some brands. The Brand Profile layer works in 3 ways:

1 – News filters

News filters that automatically block news containing specific non-brand-safe keywords (both in URL addresses, in the content, or even in the meta page descriptions). This enables brands to exclude specific content that is inappropriate e.g. automotive brands want to avoid ad placement alongside articles about alcohol but not necessarily alongside articles about Windshield washer fluid mentioning this contains alcohol. The natural language processing algorithm developed by RTB House has already catalogued more than one million articles and is constantly auditing thousands of new articles every day.

2 – Website category

Website category filters help brands to avoid website categories, which may be sensitive from the perspective of different brands, for example user-generated content, file sharing, gambling, video stream, gaming, manga and social services.

3 – Blacklist

The Blacklist allows brands to prevent ads being displayed on specific, chosen URLs.