The universal key performance indicator (KPI) to end all measurement metrics; an amalgamation of all that brands care about; a compilation of everything that agencies, suppliers and tech companies are forced to deal with for the betterment of the industry — a brand-safety KPI has the potential to benefit players on all sides of the advertising ecosystem by tracking brand safety at the campaign level. But is it a good idea?
When you think about the big three elements of measuring whether a digital campaign was safe or not, you think about three things:
Did my ad show up next to the content I desired, or alternatively, did it show up next to something questionable? Was my ad viewable? Was my ad served to a human or some sort of invalid traffic (IVT)?
I like to ask if the three of these got together and a had a child, a super-KPI-kind, what would it look like, and would it have any value in the marketplace?
Calculating a brand-safety KPI
The three big measurement concepts — contextual relevancy, viewability and fraud/IVT — are essential sets of numbers which are already tracked. Combining them would require a methodology that brings together campaign data, relevant parameters and times and a mechanism to weight the score.
Managing all the data inputs would be difficult, but it can be done. The resulting score could be compared to all of the supply in the market using a universal scoring system.
Scoring could originate at the domain,
Read more here: https://marketingland.com/establishing-brand-safety-kpi-good-idea-229269