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Mediamath launches Curated Market in a bid to overcome programmatic’s brand safety image problem

Following mounting concerns about brand safety and advertisements appearing alongside questionable user-generated content, Australian programmatic player Mediamath has launched its Curated Market offering, which it claims will give advertisers access to large-scale audiences without having to resort to problematic media sources.

The offering, according to Mediamath, is the next stage of programmatic’s evolution and will provide clients “with outstanding media quality, greater audience reach against their most valuable audiences, and better performance”.

Curated Market – ” a product that unites advertisers’ need to gain access to their best customers and prospects at scale with the requirement that those audiences are reached in premium, high-quality media” – has two core components, Mediamath said in a statement: cross-device audience reach and high-quality, brand-safe, premium media.

“Mediamath clients rely on our Data Management Platform to manage their marketing messages to customers and prospects across channels and devices. Mediamath’s Curated Market will make those audiences available, in real time, to participating publishers, exchanges and SSPs. Those publishers have prioritised demand and are able to immediately recognise and target those users,” the statement said.

The programmatic company said it has a stringent set of brand safety standards and protocols, including a focus on quality publishers based on ComScore; using only validated URLs; and the exclusion of most user-generated content as well as sites promoting illegal activity and hateful or distasteful rhetoric.

User-generated content, the company said, is “often the source of brand safety issues”, so advertisers will have the option to opt-out of this content type completely.

Joe Zawadzki, chairman and CEO of MediaMath, said the Curated Market offering will provide transparency.

“Digital advertising has long promised the ability to change how marketers interact with their customers, but the ubiquity of channels and content means marketers need to be more selective.

“The Curated Market offering provides transparency and hygiene in execution and reporting, audience addressability at scale and accountability for actors in the digital ecosystem, across all channels. It will change the way marketers think about buying ads.”

Globally, the Curated Market has 7,000 advertisers and 500 publishers participating, which includes the Australia/New Zealand market, however it is unclear which Australian companies have started using the service since its launch this week.

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