CHEQ: ESTABLISHING THE “AUTONOMOUS BRAND SAFETY” CATEGORY
CHEQ: ESTABLISHING THE “AUTONOMOUS BRAND SAFETY” CATEGORY
Preemptive Brand Safety, Fraud Prevention and Viewability Driven by Cybersecurity Experts and Military Grade AI
Company Goal:
To protect brands from falling prey to ad fraud and undesirable placements
Clarity's Challenge:
Create a distinct, ownable narrative
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About
Cheq enlisted Clarity to help position the company’s technology for preemptive brand protection. Clarity helped to create an ownable narrative under the banner of “Autonomous Brand Safety,” with messaging and proof points that support CHEQ’s differentiated approach.
With the aid of a team of advertising experts, Clarity unleashed an aggressive content marketing campaign to advocate for the idea behind the narrative and support it with data.
The team also helped to develop an advertising program that turned former NBA all-star Dikembe Motombo into CHEQ’s “Chief Block Officer”
Results
- Successfully got the term "Autonomous Brand Safety" into the ad tech lexicon
- Secured multiple in-depth stories focused on CHEQ’s leadership in high-profile publications, providing third-party corroboration for the company’s unique approach
Selected Press
What’s the State of Brand Safety in 2018?
Marketers and publishers strive to make digital media safe for advertising.
Cheq raises $5M for a proactive, AI-driven approach to safe ad placement
While brand safety and fraud prevention have been big topics in the online ad industry over the past couple years, Cheq CEO Guy Tytunovich argued that “first generation solutions for ad verification” aren’t good enough. The problem, Tytunovich said, is that existing products use s…
Ads We Like: Dikembe Mutombo stars as Cheq’s ‘chief blocking officer’
Ad verification company Cheq has appointed legendary NBA shot blocker Dikembe Mutombo as its ‘chief blocking officer,’ a new advisory position at the company, and the man lives up to his title in a campaign for the company.
Consumers believe brands intentionally place ads next to unsafe content, study says
When ads appear next to negative content, consumers are 2.8 times less likely to associate with that brand.
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