What are the benefits of brand safety verification with MOAT?
Estimated reading time: 4 minutes
If you are an existing client of ours, you might have noticed our recent MOAT partnership announcement. And if you are new here or new to brand safety topics, welcome; let me give you a quick introduction to what MOAT is and how you might benefit from applying the brand safety option in our Campaign Manager.
What is MOAT?
Oracle Moat Analytics provides transparent campaign verification and attention metrics. It helps to measure ad quality, viewability, brand safety and suitability, and attention signals, and makes your digital advertising more effective. This adds value to your campaigns as you can be sure the numbers you deliver are valid.
To explain the categories better…
- Brand Safety – Brand safety is the practice of protecting a brand’s reputation and keeping it from appearing in unsafe environments. Its focus is to align your brand with other positive, authoritative, and non-confrontational brands.
Let’s say you are advertising for an airline company; then brand safety settings will help you ensure you don’t appear in context with plane crashes and the like.
- Viewability – Viewability measures whether an advertisement has the chance to be seen by a user. Measuring viewability is extremely important for agencies and brands because it gives them a better understanding of a campaign’s effectiveness and helps them allocate their advertising dollars to quality inventory.
Viewability measurement considers the ad placement and needs to be in view for 1 second for static and 2 seconds for video ads. It also considers the ad size and layout to measure the viewability correctly.
Various DSPs use different ways to calculate brand safety and viewability. In Nexd Campaign Manager, you can add MOAT tracking to your tags with one click. Often several agencies use various DSPs when advertising brands. Using our tags equipped with MOAT tracking will give you consistent measuring across platforms. A third-party measurement provider, such as Oracle Moat, provides an independent position.
- Invalid traffic – Invalid traffic is the technical term for advertising impressions generated by bots or any form of nonhuman traffic. Inhuman traffic could be bots and crawlers, adware and malware, the viewer with false location data and much more. It is the artificial inflation of impressions and clicks on a publisher’s website, which, in turn, causes an impact on publisher revenue. (source)
Essentially, if your report says 80% viewability and 100,000 impressions, these 100k impressions were seen by real people. Brand safety is essential to protect your ad spending and ensure your advertising impressions are valuable and viewable.
What’s unique about MOAT and Nexd integration?
You can apply MOAT tracking straight to our tags with one click to ensure consistency in tracking across DSPs. There are other benefits of using MOAT through Nexd, such as…
- Track both instream and outstream placements, generally only available instream
- Outstream means anything outside video players, also static placements
Now, this is where it gets interesting – our integration allows you to validate and track video and image placements that are not inside video players. That is generally not possible and is only available through us. That’s an added layer of security also on your static ads.
NEXD Campaign Manager
One of the bigger benefits of using our Campaign Manager is utilising cheaper placements, such as those generally meant for static ads in order to run video. How is that possible, you think? Well, our technology can compress media files so that the size of the finished creative is much smaller than intended for a rich media creative. Hence, the DSP you put it in will not limit you, and you can use video in an image placement or other types of outstream formats.
Media jargon explained
Mixing up some terminology regarding more specific digital marketing topics is a frequent occurrence. So what is the difference between instream and outstream? Also, what’s the difference between instream and infeed?
Instream – Instream video adverts are those videos which are streamed before, during or at the end of a video a viewer is already viewing
Outstream – Outstream video is completely self-contained and stands alone. It does not play before, during or after other video content. It is the content
Infeed – In-feed is a format that you place inside your feed to help monetize your site and provide a better user experience to your visitors
If you too want great detailed analytics and brand-safe creatives, sign up to the platform from the button below (we have a 30-day free trial 😉)!