Comscore to Offer New Brand Safety Options

Comscore has launched a further range of brand safety services, to help prevent brand and political campaign ads appearing alongside potentially misleading and inaccurate information on news sites.

The firm's contextual technology crawls page-level content from hundreds of millions of URLs each day and uses a self-learning algorithm to understand word associations and pairings across hundreds of thousands of topics. The new 'brand protections from misinformation' are available in most demand-side platforms through Comscore's Contextual Targeting suite for digital or connected TV content. This detection technology uses the contextual crawler in combination with dynamic machine learning-based content recognition techniques to assess sites and pages, and the firm says it can identify new misinformation techniques as they appear.

General Manager, Activation Services Rachel Gantz (pictured) comments: 'Everyone in the advertising ecosystem has a role to play in reducing the impact of misinformation. For twenty years, Comscore has been the trusted currency for digital advertising rankings, and we are excited to apply our expertise to make these protections readily available across the spectrum of demand-side providers'.

Web site: www.comscore.com .