<p><span style="font-weight: 400;">Recent A.I. research by GumGum, Inc. has shown that most of the </span><span style="font-weight: 400;">popular Covid-19 search keywords are “brand safe.” This means companies can leverage the coronavirus-related search terms that their </span><b>keyword tool</b><span style="font-weight: 400;"> comes up with and not worry about negatively affecting their brand image.</span></p>
<!-- WP QUADS Content Ad Plugin v. 2.0.99 -->
<div class="quads-location quads-ad135805 " id="quads-ad135805" style="float:none;text-align:center;padding:0px 0 0px 0;" data-lazydelay="3000">

</div>

<p><span style="font-weight: 400;">The company uses an artificial intelligence engine called Verity to leverage machine learning for analyzing content. Verity was able to find over 2.8 million unique pages that contained </span><span style="font-weight: 400;">popular Covid-19 search keywords between the dates of 3/25/2020 and 4/6/2020 — just a little more than week’s time. According to the algorithm, over 60% of that content was deemed as “safe.”</span></p>
<h2><span style="font-weight: 400;">Keyword Concerns Valid But Overblown</span></h2>
<p><span style="font-weight: 400;">Phil Schraeder, the CEO of GumGum, indicated that he felt publishers were justified in their concerns about blocking coronavirus keywords. However, Schraeder elaborated on his stance, explaining that advertisers were also locking themselves out of a huge amount of keywords that are </span><a href="https://www.exchangewire.com/blog/2020/04/14/most-covid-related-keywords-brand-safe/"><span style="font-weight: 400;">safe for their brand</span></a><span style="font-weight: 400;"> precisely at a time when more people are online browsing content.</span></p>
<p><span style="font-weight: 400;">In that single week, GumGum estimates that brands missed out on over 1.4 billion impressions on their network. And they point out that GumGum’s publisher network is a good sample of the web at large. Instead of beneting from additional traffic, advertisers would have missed out on all those impressions because they included words like “quarantine,” “coronavirus,” “covid-19,” and other related terms.</span></p>
<!-- WP QUADS Content Ad Plugin v. 2.0.99 -->
<div class="quads-location quads-ad135804 " id="quads-ad135804" style="float:none;text-align:center;padding:0px 0 0px 0;" data-lazydelay="3000">

</div>

<h2><span style="font-weight: 400;">Machine Learning is the Secret Sauce Behind Evaluation</span></h2>
<p><span style="font-weight: 400;">Verity’s method to determine brand safety is derived from natural language processing. It uses evaluations from almost a dozen machine learning models. This technology is designed to assess the level of threat that a given keyword will pose to an advertiser on the publisher’s networks and across the web in general, using different categories of threats.</span></p>
<p><span style="font-weight: 400;">There are different threat settings that GumGum uses. For this particular study, they used the sensitivity appropriate for a Fortune 100 brand. They achieved this by adjusting the threshold of statistical confidence used to evaluate the estimated keyword safety.</span></p>
<p><span style="font-weight: 400;">Ken Weiner is the company’s CTO. He claims that even under more conservative models, the majority of terms that marketers would uncover with a traditional </span><span style="font-weight: 400;">keyword tool are safe. </span></p>
<h2><span style="font-weight: 400;">CTO Suggests That Coronavirus Terms Can Be Safe for Brands</span></h2>
<p><span style="font-weight: 400;">Weiner’s theory is that coronavirus has affected every aspect of society to a point where even mundane and innocent content makes a mention of it. Therefore, blocking related keywords is going a little overboard. He also believes that people have the wrong idea about brand safety in general, with most companies sacrificing reach for safety. The reality is, according to Weiner, that brands can achieve a balance of both.</span></p>
<!-- WP QUADS Content Ad Plugin v. 2.0.99 -->
<div class="quads-location quads-ad135804 " id="quads-ad135804" style="float:none;text-align:center;padding:0px 0 0px 0;" data-lazydelay="3000">

</div>

<p><span style="font-weight: 400;">Mr. Weiner added that the company’s analysis demonstrated certain categories of content to be demonstrably safer regarding COVID keywords, especially IAB (Interactive Advertising Bureau) genres.</span></p>
<p><span style="font-weight: 400;">The technology expert also went on to make a suggestion surrounding specific content niches. Pop culture, video gaming, and technology are particularly good for brand safety right now. These categories will grant brands more reach and the COVID-19 terms are mostly safe, according to Weiner. It may be time for advertisers to break out their </span><span style="font-weight: 400;">keyword tool and use coronavirus keywords creatively.</span></p>

<div class="essb_links essb_counter_modern_right essb_displayed_bottom essb_share essb_template_default4-retina essb_1687680296 print-no" id="essb_displayed_bottom_1687680296" data-essb-postid="135756" data-essb-position="bottom" data-essb-button-style="button" data-essb-template="default4-retina" data-essb-counter-pos="right" data-essb-url="https://www.explosion.com/135756/popular-covid-19-search-keywords-its-traffic-being-missed-by-marketers/" data-essb-fullurl="https://www.explosion.com/135756/popular-covid-19-search-keywords-its-traffic-being-missed-by-marketers/" data-essb-instance="1687680296"><ul class="essb_links_list"><li class="essb_item essb_link_facebook nolightbox essb_link_svg_icon"> <a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.explosion.com%2F135756%2Fpopular-covid-19-search-keywords-its-traffic-being-missed-by-marketers%2F&t=Popular+Covid-19+Search+Keywords+%26+Its+Traffic+Being+Missed+By+Marketers" title="Share on Share" onclick="essb.window(&#39;https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.explosion.com%2F135756%2Fpopular-covid-19-search-keywords-its-traffic-being-missed-by-marketers%2F&t=Popular+Covid-19+Search+Keywords+%26+Its+Traffic+Being+Missed+By+Marketers&#39;,&#39;facebook&#39;,&#39;1687680296&#39;); return false;" target="_blank" rel="nofollow" class="nolightbox essb-s-bg-facebook essb-s-c-light essb-s-ch-light essb-s-bgh-dark essb-s-bg-network" ><span class="essb_icon essb_icon_facebook"><svg class="essb-svg-icon essb-svg-icon-facebook" aria-hidden="true" role="img" focusable="false" xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16"><path d="M16 8.049c0-4.446-3.582-8.05-8-8.05C3.58 0-.002 3.603-.002 8.05c0 4.017 2.926 7.347 6.75 7.951v-5.625h-2.03V8.05H6.75V6.275c0-2.017 1.195-3.131 3.022-3.131.876 0 1.791.157 1.791.157v1.98h-1.009c-.993 0-1.303.621-1.303 1.258v1.51h2.218l-.354 2.326H9.25V16c3.824-.604 6.75-3.934 6.75-7.951"></path></svg></span><span class="essb_network_name">Share</span></a></li><li class="essb_item essb_link_twitter nolightbox essb_link_twitter_x essb_link_svg_icon"> <a href="https://x.com/intent/post?text=Popular%20Covid-19%20Search%20Keywords%20%26%20Its%20Traffic%20Being%20Missed%20By%20Marketers&;url=https%3A%2F%2Fwww.explosion.com%2F135756%2Fpopular-covid-19-search-keywords-its-traffic-being-missed-by-marketers%2F" title="Share on Tweet" onclick="essb.window(&#39;https://x.com/intent/post?text=Popular%20Covid-19%20Search%20Keywords%20%26%20Its%20Traffic%20Being%20Missed%20By%20Marketers&;url=https%3A%2F%2Fwww.explosion.com%2F135756%2Fpopular-covid-19-search-keywords-its-traffic-being-missed-by-marketers%2F&#39;,&#39;twitter&#39;,&#39;1687680296&#39;); return false;" target="_blank" rel="nofollow" class="nolightbox essb-s-bg-twitter essb-s-c-light essb-s-ch-light essb-s-bgh-dark essb-s-bg-network" ><span class="essb_icon essb_icon_twitter_x"><svg class="essb-svg-icon essb-svg-icon-twitter_x" aria-hidden="true" role="img" focusable="false" viewBox="0 0 24 24"><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></svg></span><span class="essb_network_name">Tweet</span></a></li><li class="essb_item essb_link_pinterest nolightbox essb_link_svg_icon"> <a href="#" title="Share on Pin It" onclick="essb.pinterest_picker(&#39;1687680296&#39;); return false;" target="_blank" rel="nofollow" class="nolightbox essb-s-bg-pinterest essb-s-c-light essb-s-ch-light essb-s-bgh-dark essb-s-bg-network" ><span class="essb_icon essb_icon_pinterest"><svg class="essb-svg-icon essb-svg-icon-pinterest" aria-hidden="true" role="img" focusable="false" width="32" height="32" viewBox="0 0 32 32" xmlns="http://www.w3.org/2000/svg"><path d="M10.625 12.25c0-1.375 0.313-2.5 1.063-3.438 0.688-0.938 1.563-1.438 2.563-1.438 0.813 0 1.438 0.25 1.875 0.813s0.688 1.25 0.688 2.063c0 0.5-0.125 1.125-0.313 1.813-0.188 0.75-0.375 1.625-0.688 2.563-0.313 1-0.563 1.75-0.688 2.313-0.25 1-0.063 1.875 0.563 2.625 0.625 0.688 1.438 1.063 2.438 1.063 1.75 0 3.188-1 4.313-2.938 1.125-2 1.688-4.375 1.688-7.188 0-2.125-0.688-3.875-2.063-5.25-1.375-1.313-3.313-2-5.813-2-2.813 0-5.063 0.875-6.75 2.688-1.75 1.75-2.625 3.875-2.625 6.375 0 1.5 0.438 2.75 1.25 3.75 0.313 0.313 0.375 0.688 0.313 1.063-0.125 0.313-0.25 0.813-0.375 1.5-0.063 0.25-0.188 0.438-0.375 0.5s-0.375 0.063-0.563 0c-1.313-0.563-2.25-1.438-2.938-2.75s-1-2.813-1-4.5c0-1.125 0.188-2.188 0.563-3.313s0.875-2.188 1.625-3.188c0.75-1.063 1.688-1.938 2.688-2.75 1.063-0.813 2.313-1.438 3.875-1.938 1.5-0.438 3.125-0.688 4.813-0.688 1.813 0 3.438 0.313 4.938 0.938 1.5 0.563 2.813 1.375 3.813 2.375 1.063 1.063 1.813 2.188 2.438 3.5 0.563 1.313 0.875 2.688 0.875 4.063 0 3.75-0.938 6.875-2.875 9.313-1.938 2.5-4.375 3.688-7.375 3.688-1 0-1.938-0.188-2.813-0.688-0.875-0.438-1.5-1-1.875-1.688-0.688 2.938-1.125 4.688-1.313 5.25-0.375 1.438-1.25 3.188-2.688 5.25h-1.313c-0.25-2.563-0.188-4.688 0.188-6.375l2.438-10.313c-0.375-0.813-0.563-1.813-0.563-3.063z"></path></svg></span><span class="essb_network_name">Pin It</span></a></li><li class="essb_item essb_link_mail nolightbox essb_link_svg_icon"> <a href="#" title="Share on Email" onclick="essb_open_mailform(&#39;1687680296&#39;); return false;" target="_blank" rel="nofollow" class="nolightbox essb-s-bg-mail essb-s-c-light essb-s-ch-light essb-s-bgh-dark essb-s-bg-network" ><span class="essb_icon essb_icon_mail"><svg class="essb-svg-icon essb-svg-icon-mail" aria-hidden="true" role="img" focusable="false" width="32" height="32" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 60 60"><polygon points="60,50.234 60,9.944 39.482,30.536 " /><polygon points="0,9.941 0,50.234 20.519,30.535 " /><path d="M1.387,8.5l21.002,21.08c0.121,0.051,0.471,0.415,0.517,0.519l5.941,5.963c0.635,0.591,1.672,0.59,2.333-0.025l5.911-5.933c0.046-0.105,0.4-0.473,0.522-0.524L58.615,8.5H1.387z" /><path d="M38.07,31.954l-5.5,5.52c-0.73,0.68-1.657,1.019-2.58,1.019c-0.914,0-1.823-0.332-2.533-0.993l-5.526-5.546L1.569,51.5h56.862L38.07,31.954z" /></svg></span><span class="essb_network_name">Email</span></a></li></ul></div>
0 Comments