The new year has started out well for the Ubex project and the development team has started working on improving the quality of service and product offering.
Over the course of last year, the team has been analyzing customer requests and reached a number of important conclusions regarding the services and functions most needed and demanded by users. The analysis has shown that Brand Safety and Brand Lift are the two most demanded features.
As a result of the given requests expressed by our users, the Ubex development team has decided to implement both features in the near future on the platform.
Brand safety is a set of measures that aim to protect the image and reputation of brands from the negative or damaging influence of questionable or inappropriate content when advertising online. In response to ads being placed next to undesirable content, companies have cut advertising budgets and pulled ads from online advertising and social media platforms. Brand safety is also the concept of protecting a brand from being mentioned and displayed in a negative information environment. Online brand advertisements or mentions of a brand’s name must not appear in videos or articles that contain information which may conflict with the brand’s mission or impair its image. It is also the protection of the advertiser’s brand and its advertising creatives from being mentioned in a negative information content, such as:
- Adult content (content “for adults”)
- Drugs
- Alcohol
- Spice and other substances that threaten human health
- Taboo topics
- Fraudulent apps and spyware
- Opposition topics and other inappropriate content
Programmatic technology allows the advertiser to independently establish a list of restrictions and manage them. The context of the brand is also important. For example, an advertisement appearing next to the news of a plane crash can destroy the reputation of an airline.
Brand Lift is an automated tool that allows users to assess the impact of an advertising campaign on the values of brand metrics, such as:
- Brand awareness
- Brand recall
- Brand interest
Brand Awareness and Brand Recall are measured through survey promotional materials. Brand interest is measured by analyzing the volume of search queries. Brand Lift technology allows users to assess the level of recognition of a product or brand by a specific target audience after an advertising campaign.
The introduction of the given technologies will allow Ubex to attract more customers and gain a foothold on the market with a broader product offering.
The development team is confident that the integration of both new features will favorably affect the positioning of the platform and will allow it to cater to larger brands that have significant reputations to maintain. Stay tuned for more news and updates from Ubex.
