Quality and transparency are the big watchwords these days and DashBid — an ad exchange committed to helping create deep connections between brands and consumers — wants to do more about it.
That’s why the company recently appointed Robert McNair as the firm’s Brand Safety Czar.
As the new czar, McNair will lead the Brand Safety team, monitoring and enforcing DashBid’s continued efforts. And he’ll report to Rodger Wells, DashBid’s CEO.
“Brand safety is the number one growing concern for our advertisers,” explained McNair. “As the industry struggles to combat ad fraud, bot-traffic, and unsafe content, advertisers need more control over where and how their ads are appearing.”
DashBid’s commitment is not new. In fact, in May, 2016, the company launched ‘PubTools,’ a product that stores screen grabs of the page where advertisements are played and tracks all scripts running on that page. DashBid also screens all traffic with WhiteOps pre-bid NHT filtering and was named #1 on Pixalate’s International Video Seller Trust Index.
“We are dedicated to providing an environment for advertisers that is brand safe, preventing negative brand association, and reducing wasted ad spend,” noted McNair.
DashBid has a three point approach to support brand safety:
- Third-Party Verification: DashBid works with industry leader WhiteOps, employing pre-bid fraud filtering on all traffic, guaranteeing advertisers see 100 percent bot-free traffic.
- Global Filtering and Risk Profiling: DashBid analyzes all publisher inventory using artificial intelligence to identify and remove any environments that are unsafe.
- Campaign Level Thresholds: DashBid works directly with clients at the campaign level to analyze brand risk and employ custom rules to make sure all campaigns meet specific brand safety specifications.
“DashBid has always focused on brand safety and has a track record of delivering solutions that improve ad quality. The appointment of Robert as Brand Safety Czar further builds on existing initiatives and commitments DashBid has undertaken to ensure we deliver 100 percent bot-free and brand-safe traffic to our advertisers,” said Wells.