GroupM Partners with OpenSlate to Ensure Appropriate Placement of Ads

I sat down with OpenSlate CEO Mike Henry and asked him about the details of that partnership and other initiatives for his companyCharlene Weisler amp160Tell me about OpenSlateamp8217s recent partnership with GroupMMike Henry Weamp8217ve partnered with GroupM to help ensure that their clientsamp8217 ads are only running in content that those clients deem appropriate amp160Our technology will provide a more robust and also more customized filtering of adsupported content on YouTube amp160Weamp8217ll also deliver more granular contextual reporting so that they can get smarter about where their ads run on YouTube and how content impacts performanceWeisler amp160What data is made available and how will that be used in the businessHenry amp160Contextual targeting and analytics include YouTube videolevel data about quality our SlateScore a propriety metric from 11000 content and audience data amp160OpenSlate has a unique focus on producing actionable data about the vast body of content on YouTube and how it should or shouldnamp8217t be used by advertisers amp160Our contextual targeting and reporting data will be made available to GroupM for use in current and future campaignsWeisler amp160What about other announced initiativesamp160 Can you talk a bit about how your data is being used and how your company adds valueHenry amp160We work with hundreds of advertisers and dozens of the biggest agencies as well as MCNs amp160In the past year our data has been used to power thousands of campaigns in the US and 20 other global markets amp160Most recently we announced 7 million in funding from North Base Media and welcomed two adtech veterans JoAnna Foyle and Brian Quinn to our executive team as COO and President respectively amp160The company is poised to grow exponentially in business engineering data science and client management in the US and abroadWeisler amp160How has your examination of YouTube data evolved to better assist in choosing safe video contentHenry amp160About six years ago we started by thinking about what good content looks like online when it doesnamp8217t look like a TV show amp160The scale of YouTube demands a datadriven solution so we started building various quality and brand safety algorithms to figure that out amp160We now have years of historical performance data which helps predict what content channels will likely produce and the likelihood of being brand safe in the future amp160Using this intel we can help advertisers decide where they donamp8217t want to be but also where they do want to beWeisler amp160What advice would you give an advertiser who is interested in advertising on YouTubeHenry amp160If advertisers are looking to reach Millennials and Gen Z thereamp8217s no doubt YouTube is where their ads need to be running amp160But with more than 300 million adsupported videos on YouTube advertisers can be selective about where their messages run amp160Data and analytics about the intersection of content and audience will help advertisers lean in to the best videos for their messageClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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GroupM Partners with OpenSlate to Ensure Appropriate Placement of Ads

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Charlene Weisler

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GroupM Partners with OpenSlate to Ensure Appropriate Placement of Ads

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Charlene Weisler

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