1、PERFORMANCE&BRAND EQUITY IN THE NEW MEDIA LANDSCAPEAUGUST 2023How advertisers can drive performance and elevate brand reputation in 2025s dynamic media landscapeAPRIL 2025EXECUTIVE SUMMARYINTRODUCTIONTHE CONTEXT CONTROL ADVANTAGESAFETY,SUITABILITY,AND PERFORMANCE ENHANCING PROTECTION ON SOCIAL MEDIA

2、DRIVING MONETIZATION FOR QUALITY PUBLISHERSCONCLUSION341014TABLE OF CONTENTS517193PERFORMANCE&BRAND EQUITY IN THE NEW MEDIA LANDSCAPE|The dynamic digital ecosystem will continue to pose unprecedented opportunities and challenges for advertisers.As user-generated content,new social platforms,and medi

3、ums like podcasts continue to emerge,its increasingly clear that protecting a brands reputation plays an inextricable role in that brands performance.The shifting digital media landscape underscores the need to take a nuanced approach to brand safety and suitability:a one-size-fits-all strategy is n

4、ot a proper solution for driving equity and performance for a brand.“Performance&Brand Equity in the New Media Landscape”builds on Integral Ad Science(IAS)s original mission,while exploring the evolving need of advertisers to shape safety and suitability strategies while driving to meet specific bus

5、iness needs.We demonstrate this with new customer success stories that show the clear benefits of data driven optimization using IAS features.In addition,this white paper offers insights on how to:Go beyond keyword lists to optimize and measure brand safety and suitability to drive scale without ove

6、rblocking publisher contentUse semantic technology to understand context and emotion in near real-time to increase advertising effectivenessLeverage real-world case studies that demonstrate successful strategies for improving brand equity and performance using tailored measurement(post-bid)and optim