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An ad agency is trying to 'standardize the Wild West of social media' after a year of brand safety blow-ups

An ad agency is trying to 'standardize the Wild West of social media' after a year of brand safety blow-ups.

  • The ad-buying firm OMD has partnered with the data tech firm Influential to develop a way to grade social-media influencers.
  • The idea behind I-Score is to help prospective advertisers figure out which digital creators will best represent them — and not put them in a compromising position.
  • The partnership is the latest move by ad agencies looking to get out in front of the ongoing digital brand safety issue.
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Advertisers now have a new way to screen social-media stars.

The ad buying giant OMD has teamed up with the social influencer tech startup Influential to develop

After a series of embarrassing incidents this year, including multiple ads ending up next to objectionable videos, advertisers are scrutinizing every dollar they spend in digital media.

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At the same time, advertisers increasingly find it hard to reach young consumers without using digital talent. Yet that can be a minefield as was shown earlier this year when several brands found themselves tied to videos produced by PewDiePie.

One of the most popular YouTube stars, was discovered making a series of Nazi-related jokes. Many YouTube stars regularly use rough language or humor that some marketers may not be so comfortable with.

Theoretically, using I-Score, OMD's clients will be able to reach out only to influencers who avoid swear words, for example.

Kerry Perse, head of social media for OMD.

Beyond helping ensure brand safety, I-Score's big selling point, according to Perse, is that it can help brands find influencers who are good at making content featuring advertisers' messages that people also actually want to consume.

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For example, a game-loving influencer may have devoted fans watching every clip of him breaking down the latest "Call of Duty" game. But that same creator may make a video on behalf of a paying advertiser like Pepsi, and it falls flat.

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