2026新媒体环境下广告商营销效能与品牌资产提升策略白皮书

How advertisers can driveperformance and elevate brandreputation in 2026's dynamicmedia landscape TABLE OFCONTENTS EXECUTIVESUMMARY The dynamic digital ecosystem will continue to pose unprecedented opportunities and challenges foradvertisers. As user-generated content, social platforms, and new mediums continue to emerge, it'sincreasingly clear that protecting a brand's reputation plays an integral role in performance. The shifting digital media landscape underscores the need to take a nuanced approach to brand safetyand suitability:a one-size-fits-all strategy is not a proper solution for driving brand equity andperformance. “Performance & Brand Equity in the New Media Landscape” builds on Integral Ad Science (IAS)’s originalmission, while exploring the evolving need of advertisers to shape safety and suitability strategies to meetbusiness goals. We demonstrate this with customer success stories that show the clear benefits of datadriven 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 todrive scale withoutoverblocking■Use semantic technology to understand context and emotion in near real-time toincrease advertisingeffectiveness■Leverage real-world case studies that demonstratesuccessful strategiesfor improving brand equityand performance using tailored measurement (post-bid) and optimization (pre-bid)■Enhance social media brand safety and suitabilityusing multimedia technology and frame-by-frameanalysis By integrating IAS Context Control technology into brand safety and suitability strategies on the openweb, and leveraging Total Media Quality and Social Optimization on social media, advertisers can elevatebrand equity, increase ROI, and drive superior results for their brand. KEY CUSTOMER INSIGHTS $140k 91% 28x Lower cost per success for amedical research institute onimpressions they deemedunsafe Stronger success rates* formajor auto brand using IASContext Control Estimated annual cost savingsfor a prominent CPG brandafter implementing ContextControl INTRODUCTION Unpredictability, complexity, and general uncertainty seem to rule how our media performsonline. This, combined with the fact that more ad dollars are geared toward programmatic andsocial advertising, means it’s more important than ever for advertisers to prioritizebrand safetyand suitability as a core component of their media strategies. In a digital landscape rife with ever-evolving intricacies, unpredictability, and emergingcompetition — protecting and growing brand equity is a top priority for sophisticated marketers.The value, recognition, and customer loyalty derived from strong brand equity has the ability todrive ROI and long-term business success. In “Performance & Brand Equity in the NewMedia Landscape,” we’ll deep dive into IAS’sContext Control and how it lets advertisersproactively protect their brands, mitigaterisks, and enhance overall performance onthe open web. CONTEXT CONTROLis IAS’s industry-leading contextual targetingand avoidance solution. Powered by aproprietary cognitive semantictechnology, Context Control leveragesNatural Language Processing (NLP) toextract a page’s semantics, context,emotion, and sentiment in nearreal-time, helping advertisers avoidoverblocking while protecting theirbrands from content they deemunsuitable. Plus, we’ll introduce ways to leveragemeasurement and optimization on socialmedia platforms foromnichannel brandequity and performance that drivessuperior results — globally. THE CONTEXTCONTROLADVANTAGE THE CONTEXT CONTROLADVANTAGE Advertisers often employ keyword lists as an attempt to enable brand safety on the open web.But one of the biggest challenges IAS often sees is an over-reliance on keyword lists, as this bluntapproach can block safe and suitable content that brands would want to appear near. Keyword misclassification is a frequent mishap.The below examples include the words“murderous” and “riot,” which could appear on a blocklist. But the below webpages containpositive sentiment content that a gaming or entertainment brand maywant to appear near. Misclassification of keywords can greatly reduce scale and create cost inefficiencies for theadvertiser, while also leading to under-monetization for publishers due to overblocking. MEASUREMENT & MITIGATING KEYWORD CHALLENGES Keyword lists simply can’t do it all.IAS’s Context Control measurement is a critical ingredientin driving advertising performance and brand equity. Context Control identifies, measures, andblocks risky content online — mitigating the challenges of blunt solutions like keyword lists and,in turn, reaching more consumers and driving value. But why — and how — should advertisers leverage a proactive and tailored approach tobrand safety and suitability? THE CONTEXT CONTROLADVANTAGE While Context Control measurement is a significant improvement to an over-reliance onkeyword lists, solel