NOBL Media, providers of a credibility targeting solution for programmatic advertising, has integrated with Basis Technologies, a provider of cloud-based workflow automation and business intelligence software for marketing and advertising.
NOBL’s artificial intelligence-based technology evaluates digital content across the Internet to determine its trustworthiness and credibility. Ads are then placed alongside content with the highest credibility, whether it is on a well-known site or in the long tail.
“Powering campaigns with NOBL’s data enables advertisers to identify content appropriate for their brands according to their standards,” said Tyler Kelly, president of Basis Technologies. “By layering NOBL’s content intelligence with the ad activation capabilities on the Basis platform, advertisers can gain strong engagement from their audiences while aligning their ad investments with their brand values.”
Through its proprietary programmatic ad targeting solution, NOBL’s AI scans language on a page using linguistic analysis to decide if the quality of the content deserves an ad placement before a bid is ever made. With this pre-bid integration through the Basis platform, advertisers can prevent their ads from being placed alongside content with which they don’t want to be associated.
“Brands are waking up to the importance of responsible advertising and not only what your ad says, but where it lives and what it’s paying for,” said Cedar Milazzo, CEO and founder of NOBL Media. “Through this integration, brands can easily access NOBL, and the scale Basis Technologies brings to our mission can have a significant impact on the proliferation of misinformation and other divisive or toxic content on the Internet.”