It's taking care to spend your media dollars in places that don't fund hate or falsities. Brand responsibility will increasingly be a critical element of advertising as the internet continues to evolve.
This partnership will help target ad spend toward credible, trusted publishers, and prevent campaigns from serving programmatic ads on sites that feature Russian propaganda. AI-driven linguistic analysis identifies in real-time the ability to match the speed of programmatic transactions. NOBL Media’s software scans web-page language to determine its quality, so a campaign can specifically avoid low-credibility sites and prevent the serving of programmatic ads on them, including those with Russian government propaganda.
"The Ukrainian invasion and the ensuing information war, as in previous crises, has once again put a spotlight on how advertisers are inadvertently funding disinformation online." says Matt Rivitz, chief purpose officer, NOBL. "By using NOBL brands can prevent their ad spend from being channeled to sites that spread misinformation about the war."
"Brands are waking up to the importance of responsible advertising and not only what your ad says, but where it lives and what it's paying for," said Cedar Milazzo, CEO and founder of NOBL Media, in a statement. "Through this integration, brands can easily access NOBL, and the scale Basis Technologies brings to our mission can have a significant impact on the proliferation of misinformation and other divisive or toxic content on the Internet."
“NOBL Media, providers of a credibility targeting solution for programmatic advertising, has integrated with Basis Technologies, a provider of cloud-based workflow automation and business intelligence software for marketing and advertising. NOBL’s AI-based technology evaluates digital content across the Internet to determine its trustworthiness and credibility. Ads are then placed alongside content with the highest credibility, whether it is on a well-known site or in the long tail.”
Earlier this year, Matt Rivitz announced he planned to step aside from Sleeping Giants, an activist campaign launched five years ago to address the flow of advertising revenues to sites that promote hate speech and disinformation. The ad tech ecosystem is exceptionally complex and the incentives in place lend themselves to waste and fraud, and to large sums of money flowing to sites that promote questionable content often without the knowledge of the people spending that money.
As part of a brand campaign early last year, Sun Life became the first marketer in North America to employ a new tool to correct one of the biggest problems in digital advertising, which contributes to one of the biggest problems in society itself. Working with its media agency, Cossette Media, Sun Life used San Jose-based NOBL for part of the ad buy. NOBL uses technology to prevent programmatic ad dollars from flowing to publishers and content producers that spread hate, extremism and disinformation.
“Newchip evaluates a vast and diverse number of companies from across the globe, selecting only a small percentage to be part of our Seed Accelerator program,” says Armando Vera Carvajal, Vice President of Product at Newchip. “This careful vetting process of both the business model and founder makes us an ideal partner for venture capital investors and other key stakeholders in early-stage startup financings who are looking for promising startups.