Ad Platform Uses Natural Language Processing To Safeguard Brands’ Image

Both brands and publishers have faced a crisis in recent years as online ads have appeared next to a range of inappropriate content, from terrorist propaganda and extreme political views to violence and body shaming. These challenges have been exacerbated with increases in hacking that have added more malware and phishing content on the Internet.

RTB House, a global ad retargeting platform with clients including adidas, Sephora, Walmart and Hotels.com, has added natural language processing (NLP) to its brand safety solution. The proprietary algorithm uses NLP in a new brand profile layer offering comprehensive inspection at the page level — including URL, content and metadata analysis — before allowing ads to be placed there. The brand profile layer can be customized for each client, and…