Meet the MVPs: How Telegraph Media Group Prioritises Brand Safety for Clients

Meet our MVPs

Here, we introduce the clients who have embraced independent audits, implemented rigorous standards, and demonstrated a genuine dedication to improving the digital ecosystem. Join us as we shine a spotlight on these organisations and learn how theyre setting the bar for the rest of the industry.

It was great to speak with Carly Radford, Strategic Digital Solutions Manager at Telegraph Media Group (TMG). Carly also acts as TMG's TAG Compliance Officer & manages their IAB Gold Standard certification.

Here's what Carly had to say when asked about what it means to be an MVP and how TMG clients benefit from their playbook

What qualities and proof points would you expect from an MVP in digital advertising? An MVP in digital advertising should be committed to maintaining industry standards, exemplifying excellence in processes and procedures, and staying up-to-date with the latest brand safety guidelines. The digital landscape needs leaders who prioritise values like brand safety, fighting fraud, and fostering trust and transparency. Telegraph Media Group (TMG) is instrumental in guiding industry discussions on these issues.

What strategies in your playbook make you an MVP for your clients? TMG is a strong advocate for adhering to brand safety guidelines. We consistently uphold IAB Gold Standards and TAG Certification, backed by independent audits. We are also committed to educating our clients on the importance of effective blocklist strategies.

To ensure ad quality and site safety, weve developed an ad feedback tool that allows us to swiftly block unwanted ads. Our 24/7 process for managing bad ads ensures we can respond proactively to any breaking news. Additionally, we regularly update blocklists for our programmatic partners.

In what ways have your clients benefitted from the strategies you've implemented? TMG's brand safety strategies enhance transparency and greatly reduce the risk of ad misplacement, allowing brands to confidently support the Telegraph's quality journalism.

Clients have seen substantial benefits from TMG's use of Contextual and Semantic solutions, as well as tiered frameworks that more accurately classify news content.

In 2023, campaigns appearing on news articles on telegraph.co.uk were 10% more likely to be in view, readers active dwell time was 16 seconds longer, and overall attention quality was 53% higher compared to MOAT (digital ad analytics tool) benchmarks.

How does embodying the qualities of an MVP help you drive revenue? Trust is paramount in the digital landscape, and advertisers are increasingly choosing partners, such as TMG, who can demonstrate transparent and reliable processes.

At every step, from content creation to ad delivery, TMG upholds the highest standards of brand safety for its clients, giving brands the confidence that their reputation is protected. We implement blockers for highly sensitive topics, providing additional reassurance to our clients. This approach helps brands to achieve the best outcomes for brand affiliation, attention quality and action intent, and in turn helps drive revenue.

Who would be your top 3 MVP dinner guests and why? For our first choice, we would choose one of our Agency/Client partners. We are always eager to learn more about different clients approaches to brand safety and work together to navigate the challenges of the digital landscape.

The second choice would be an SSP (supply side platforms) partner. An SSP is an advertising technology partner used to help digital media owners sell digital ads. Our close relationships with SSPs help us maintain transparency, ensuring brand safety remains a top priority.

Lastly, we would invite a fellow premium news brand. The news brand industry has collaborated closely in recent years to effectively address brand safety challenges across the advertising ecosystem, whilst ensuring the continued support of quality independent journalism. It is of utmost importance to the industry that this collaboration continues.

Work with the best! See our full list of MVP clients

About Carly:

Carly has a strong foundation in digital compliance following more than nine years in the advertising industry. She spent three years conducting compliance audits for TAG before stepping into her current role at Telegraph Media Group. At TMG she leads projects across a variety of areas, including Programmatic Transparency, Consent Management Platform (CMP), projects, Ad Tech releases, Podcasts, Digital Display, Video, and Native advertising.

LINK:	https://www.abc.org.uk/news/assurance-services/meet-the-mvps-how-teleg...
	See more stories from abc

More from ABC