If there\u2019s a way to help clean up the digital media ecosystem\u2014from TAG to ads.txt to DoubleVerify\u2014Tremor Video DSP is a big participant and supporter. Because brand safety tends to be subjective depending on the advertiser, Tremor Video DSP is now relying on Grapeshot\u2019s \u201ccontextual intelligence\u201d capabilities, says CEO Lauren Wiener.<\/p>\n
Tremor Video DSP\u2019s three-point plan to address concerns in the market around transparency overall and around quality of inventory encompasses policy, fraud and brand safety, Wiener explains in this interview with Beet.TV at the IAB Video Symposium<\/a>.<\/p>\n Tremor\u00a0Video DSP also enforces the IAB\u2019s ads.txt compliance on its end and that of all its suppliers. \u201cWe\u2019re only going to work with supply that\u2019s been validated and we\u2019re encouraging everyone else in the ecosystem to do the same thing.\u201d<\/p>\n To curtail fraud, the company works with \u201call the leading players, whether it\u2019s DoubleVerify<\/a>, IAS<\/a>, to make sure that our pre-bid inventory is screened for fraud and we\u2019re using whatever vendor our clients want.\u201d<\/p>\n On the brand safety side, Tremor\u00a0Video DSP recently announced<\/a> it\u2019s working with Grapeshot, whose solutions provide advertisers with contextual intelligence. Grapeshot\u2019s<\/a> pre-bid, custom brand-safety capabilities are now available for Tremor Video DSP\u2019s advertisers across all supply.<\/p>\n \u201cBrand safety is really the most subjective of the three criteria and so we want to really understand what each marketer cares about and what context they are comfortable having their ad in,\u201d Wiener says.<\/p>\n Two of her main takeaways from the IAB confab are the continued rise of storytelling via premium video and brand safety. With regard to the latter, she takes issue with some of the comments by NBCUniversal\u2019s Linda Yaccarino at the event regarding where advertisers should be directing their video dollars.<\/p>\n \u201cLinda Yaccarino\u2019s message about premium and premium quality is an important message,\u201d says Wiener. \u201cBut I also think that marketers need to understand that their consumers are watching video in so many different places that if you only pick the names that you knew from 1950, you\u2019re going to miss a lot of how the audience is consuming video today.\u201d<\/p>\n