{"id":35851,"date":"2023-12-08T11:25:33","date_gmt":"2023-12-08T11:25:33","guid":{"rendered":"https:\/\/masterskills.org\/blog\/an-toan-thuong-hieu-brand-safety-la-gi-rui-ro-ve-an-toan-thuong-hieu.html"},"modified":"2023-12-23T21:01:14","modified_gmt":"2023-12-23T14:01:14","slug":"an-toan-thuong-hieu-brand-safety-la-gi-rui-ro-ve-an-toan-thuong-hieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/an-toan-thuong-hieu-brand-safety-la-gi-rui-ro-ve-an-toan-thuong-hieu.html","title":{"rendered":"An to\u00e0n th\u01b0\u01a1ng hi\u1ec7u (Brand Safety) l\u00e0 g\u00ec? R\u1ee7i ro v\u1ec1 an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Adtima)<\/p>\n<\/figcaption><\/figure>\n

An to\u00e0n th\u01b0\u01a1ng hi\u1ec7u (Brand Safety)<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

An to\u00e0n th\u01b0\u01a1ng hi\u1ec7u<\/b> trong ti\u1ebfng Anh l\u00e0 Brand Safety.<\/b><\/p>\n

An to\u00e0n th\u01b0\u01a1ng hi\u1ec7u<\/i> l\u00e0 m\u1ed9t lo\u1ea1t c\u00e1c bi\u1ec7n ph\u00e1p nh\u1eb1m b\u1ea3o v\u1ec7 h\u00ecnh \u1ea3nh v\u00e0 uy t\u00edn c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u1ecfi nh\u1eefng \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c ho\u1eb7c g\u00e2y t\u1ed5n h\u1ea1i v\u1ec1 n\u1ed9i dung b\u1ecb nghi v\u1ea5n ho\u1eb7c kh\u00f4ng ph\u00f9 h\u1ee3p khi qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn.<\/p>\n

Thu\u1eadt ng\u1eef n\u00e0y th\u01b0\u1eddng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1c k\u00eanh kh\u00f4ng bao g\u1ed3m c\u00e1c n\u1ed9i dung li\u00ean quan \u0111\u1ebfn t\u00ecnh d\u1ee5c, b\u1ea1o l\u1ef1c, s\u1eed d\u1ee5ng ng\u00f4n t\u1eeb k\u00edch \u0111\u1ed9ng th\u00f9 \u0111\u1ecbch v\u00e0 c\u00e1c lo\u1ea1i n\u1ed9i dung c\u00f3 h\u1ea1i kh\u00e1c li\u00ean quan.<\/p>\n

T\u1ea1i sao an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i quan tr\u1ecdng?<\/b><\/p>\n

Nh\u1eefng k\u1ebb l\u1eeba \u0111\u1ea3o th\u01b0\u1eddng t\u00ecm ki\u1ebfm c\u00e1c l\u1ed7 h\u1ed5ng v\u00e0 k\u1ebd h\u1edf th\u1ecb tr\u01b0\u1eddng m\u00e0 ch\u00fang c\u00f3 th\u1ec3 khai th\u00e1c \u0111\u1ec3 ki\u1ebfm l\u1ee3i nhu\u1eadn l\u1edbn h\u01a1n, ch\u00fang s\u1ebd th\u01b0\u1eddng th\u1eed nghi\u1ec7m v\u00e0 m\u1edf c\u00e1c chi\u1ebfn d\u1ecbch an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u <\/i>c\u00f3 t\u00ednh nh\u1ea1y c\u1ea3m (th\u01b0\u1eddng l\u00e0 c\u00e1c chi\u1ebfn d\u1ecbch c\u00f3 c\u00e1c kho\u1ea3n thanh to\u00e1n cao h\u01a1n) trong c\u00e1c v\u1ecb tr\u00ed kh\u00f4ng c\u00f3 an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u<\/i> – th\u01b0\u1eddng c\u00f3 s\u1eb5n v\u1edbi gi\u00e1 r\u1ebb h\u01a1n.\u00a0<\/p>\n

\u0110\u00e2y l\u00e0 n\u01a1i ch\u00fang b\u1eaft ch\u01b0\u1edbc t\u00ean mi\u1ec1n ho\u1eb7c \u1ee9ng d\u1ee5ng, c\u1ed1 g\u1eafng \u0111\u01b0a ra c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng th\u1ea5p nh\u01b0ng l\u1ea1i t\u01b0\u01a1ng t\u1ef1 nh\u01b0 nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng t\u00ean v\u00e0 t\u00ean mi\u1ec1n c\u1ee7a h\u1ecd, x\u1eed l\u00ed c\u00e1c th\u00f4ng \u0111i\u1ec7p m\u00e1y ch\u1ee7 trong qui tr\u00ecnh.<\/p>\n

R\u1ee7i ro v\u1ec1 an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h3>\n

M\u1ecdi th\u1ee9 d\u01b0\u1eddng nh\u01b0 tr\u1edf n\u00ean ph\u1ee9c t\u1ea1p h\u01a1n khi th\u1ecb tr\u01b0\u1eddng qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn c\u00f3 s\u1ef1 gia nh\u1eadp c\u1ee7a nhi\u1ec1u \u0111\u01a1n v\u1ecb trung gian v\u00e0 xu\u1ea5t hi\u1ec7n nhi\u1ec1u h\u00ecnh th\u1ee9c giao d\u1ecbch m\u1edbi, \u0111i k\u00e8m v\u1edbi nh\u1eefng r\u1ee7i ro ti\u1ec1m t\u00e0ng.<\/p>\n

T\u1ea1i Vi\u1ec7t Nam, r\u1ee7i ro th\u01b0\u01a1ng hi\u1ec7u gi\u1edd \u0111\u00e2y bi\u1ebfn h\u00f3a kh\u00f4n l\u01b0\u1eddng v\u00e0 g\u00e2y ra nhi\u1ec1u t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c cho nh\u00e0 qu\u1ea3ng c\u00e1o v\u00e0 ng\u01b0\u1eddi d\u00f9ng.<\/p>\n

Theo b\u00e0 Angela Wilson, Qu\u1ea3n l\u00ed cao c\u1ea5p Ph\u00e1t Tri\u1ec3n Kh\u00e1ch H\u00e0ng khu v\u1ef1c Ch\u00e2u \u00c1 TBD c\u1ee7a Xaxis cho bi\u1ebft: \u201cKhu\u00f4n m\u1eabu \u0111o l\u01b0\u1eddng an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u<\/i> d\u1ef1a tr\u00ean 3 y\u1ebfu t\u1ed1: kh\u1ea3 n\u0103ng \u0111\u01b0\u1ee3c nh\u00ecn\u00a0th\u1ea5y (viewability), l\u01b0u l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng th\u1ef1c (Human traffic) v\u00e0 an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u <\/i>theo ng\u1eef c\u1ea3nh (contextual Brand Safety)\u201d.<\/p>\n

Theo b\u00e1o c\u00e1o g\u1ea7n \u0111\u00e2y nh\u1ea5t c\u1ee7a IAS, (Integral Ad Science), \u0111\u01a1n v\u1ecb\u00a0chuy\u00ean cung c\u1ea5p gi\u1ea3i ph\u00e1p c\u00f4ng ngh\u1ec7 v\u1ec1 ki\u1ec3m \u0111\u1ecbnh ch\u1ea5t l\u01b0\u1ee3ng digital media\u00a0cho bi\u1ebft: Trong 6 th\u00e1ng cu\u1ed1i , c\u00f3 \u0111\u1ebfn 42% qu\u1ea3ng c\u00e1o hi\u1ec3n th\u1ecb tr\u1ef1c tuy\u1ebfn<\/span> kh\u00f4ng \u0111\u01b0\u1ee3c nh\u00ecn th\u1ea5y b\u1edfi users th\u1ef1c. T\u01b0\u01a1ng t\u1ef1, \u0111\u1ed1i v\u1edbi video ads, con s\u1ed1 n\u00e0y th\u1eadm ch\u00ed c\u00f2n cao h\u01a1n, l\u00ean \u0111\u1ebfn 48%.<\/p>\n

Ri\u00eang t\u1ea1i khu v\u1ef1c \u0110\u00f4ng Nam \u00c1, Vi\u1ec7t Nam \u0111\u1ee9ng th\u1ee9 3, ch\u1ec9 sau Malaysia v\u00e0 Indonesia v\u1ec1 m\u1ee9c \u0111\u1ed9 r\u1ee7i ro th\u01b0\u01a1ng hi\u1ec7u (Brand Risk) \u0111\u1ed1i v\u1edbi qu\u1ea3ng c\u00e1o hi\u1ec3n th\u1ecb tr\u1ef1c tuy\u1ebfn<\/span> v\u00e0 \u1edf v\u1ecb tr\u00ed th\u1ee9 hai \u0111\u1ed1i v\u1edbi qu\u1ea3ng c\u00e1o video v\u1edbi m\u1ee9c \u0111\u1ed9 r\u1ee7i ro l\u00e0 13,2%, cao h\u01a1n 4,3% so v\u1edbi m\u1ee9c trung b\u00ecnh to\u00e0n c\u1ea7u.<\/p>\n

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R\u1ee7i ro th\u01b0\u01a1ng hi\u1ec7u t\u1ea1i m\u1ed9t s\u1ed1 qu\u1ed1c gia \u0110\u00f4ng Nam \u00c1. (Ngu\u1ed3n: brandsvietnam.com; chuy\u1ec3n ng\u1eef \u1ea3nh: T\u01b0\u1eddng Vy)<\/p>\n<\/figcaption><\/figure>\n

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R\u1ee7i ro th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 video t\u1ea1i m\u1ed9t s\u1ed1 n\u01b0\u1edbc \u0110\u00f4ng Nam \u00c1. (Ngu\u1ed3n: brandsvietnam.com; chuy\u1ec3n ng\u1eef \u1ea3nh: T\u01b0\u1eddng Vy)<\/p>\n<\/figcaption><\/figure>\n

S\u1ed1 li\u1ec7u c\u00f2n ch\u1ec9 ra r\u1eb1ng 9,5% c\u00e1c qu\u1ea3ng c\u00e1o \u0111ang hi\u1ec7n di\u1ec7n nh\u1eefng n\u1ed9i dung g\u00e2y r\u1ee7i ro th\u01b0\u01a1ng hi\u1ec7u kh\u00e1 cao. Con s\u1ed1 x\u00e1c su\u1ea5t n\u00e0y tuy nh\u1ecf nh\u01b0ng n\u1ebfu x\u00e9t tr\u00ean kh\u00eda c\u1ea1nh thi\u1ec7t h\u1ea1i danh ti\u1ebfng n\u1ebfu kh\u1ee7ng ho\u1ea3ng x\u1ea3y ra, t\u00e1c \u0111\u1ed9ng v\u00e0 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng s\u1ebd theo c\u1ea5p s\u1ed1 nh\u00e2n.<\/p>\n

N\u1ed9i dung ng\u01b0\u1eddi l\u1edbn, r\u01b0\u1ee3u bia, ch\u1ea5t k\u00edch th\u00edch, c\u1edd b\u1ea1c, ph\u00e1t ng\u00f4n ti\u00eau c\u1ef1c, l\u01b0\u1ee3t t\u1ea3i v\u1ec1 tr\u00e1i ph\u00e9p, ng\u00f4n ng\u1eef l\u0103ng m\u1ea1, b\u1ea1o l\u1ef1c, ch\u1ed1ng \u0111\u1ed1i ch\u00ednh tr\u1ecb l\u00e0 nh\u1eefng n\u1ed9i dung r\u1ee7i ro \u0111i\u1ec3n h\u00ecnh, v\u01b0\u1ee3t xa t\u1ea7m ki\u1ec3m so\u00e1t c\u1ee7a ng\u01b0\u1eddi \u0111\u0103ng t\u1ea3i.<\/p>\n

C\u00e1ch \u0111\u1ec3 tr\u00e1nh r\u1ee7i ro th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n

Tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh tri\u1ec3n khai c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng online, c\u00e1c nh\u00e3n h\u00e0ng c\u1ea7n ng\u1ed3i l\u1ea1i v\u1edbi agency c\u00f9ng x\u00e1c \u0111\u1ecbnh nh\u1eefng ti\u00eau chu\u1ea9n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u trong qu\u00e1 tr\u00ecnh tri\u1ec3n khai h\u01b0\u1edbng t\u1edbi m\u1ee5c ti\u00eau chi\u1ebfn d\u1ecbch. Ngo\u00e0i ra, c\u1ea7n l\u01b0u \u00fd nh\u1eefng ti\u00eau chu\u1ea9n v\u00e0 thi\u1ebft l\u1eadp c\u00e1c lo\u1ea1i l\u1ecdc cho m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i kh\u00e1c nhau. Ch\u1ec9 n\u1ed9i dung ng\u1eef c\u1ea3nh ch\u00ednh x\u00e1c v\u00e0 ph\u00f9 h\u1ee3p m\u1edbi \u0111\u1ea3m b\u1ea3o an to\u00e0n cho h\u00ecnh \u1ea3nh v\u00e0 th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Trong su\u1ed1t qu\u00e1 tr\u00ecnh chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c tri\u1ec3n khai, qu\u1ea3ng c\u00e1o ph\u1ea3i xu\u1ea5t hi\u1ec7n b\u00ean c\u1ea1nh nh\u1eefng n\u1ed9i dung ph\u00f9 h\u1ee3p, theo d\u00f5i ch\u1ebf \u0111\u1ed9 ch\u1ea5m \u0111i\u1ec3m webpage (page-level scroring) \u0111\u1ec3 \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 an to\u00e0n, t\u00f9y bi\u1ebfn y\u00eau c\u1ea7u b\u1eb1ng t\u1eeb kh\u00f3a (keyword), danh s\u00e1ch sites (web list) hay ng\u01b0\u1ee1ng r\u1ee7i ro (risk threshold).<\/p>\n

Ngo\u00e0i ra, khi c\u00e1c nh\u00e3n h\u00e0ng quy\u1ebft \u0111\u1ecbnh b\u00ean \u0111\u0103ng t\u1ea3i c\u0169ng c\u1ea7n x\u00e1c \u0111\u1ecbnh th\u1ecfa m\u00e3n c\u00e1c ti\u00eau ch\u00ed: ch\u1ecbu tr\u00e1ch nhi\u1ec7m v\u1ec1 ki\u1ec3m so\u00e1t c\u00e1c n\u1ed9i dung \u0111\u0103ng t\u1ea3i tr\u00ean platform; cho ph\u00e9p c\u00e1c n\u1ec1n t\u1ea3ng c\u1ee7a b\u00ean th\u1ee9 ba c\u00f3 chuy\u00ean m\u00f4n v\u1ec1 ki\u1ec3m ch\u1ee9ng an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u <\/i>v\u00e0 gian l\u1eadn qu\u1ea3ng c\u00e1o; l\u1eadp ra v\u00e0 \u0111\u1ea3m b\u1ea3o th\u1ef1c thi c\u00e1c lu\u1eadt l\u1ec7 v\u00e0 nguy\u00ean t\u1eafc ph\u00e2n lo\u1ea1i v\u00e0 bi\u00ean t\u1eadp n\u1ed9i dung; kh\u00f4ng khai th\u00e1c c\u00e1c n\u1ed9i dung r\u1ee7i ro v\u1ec1 an to\u00e0n th\u01b0\u01a1ng hi\u1ec7u<\/b>, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c n\u1ed9i dung m\u1edbi \u0111\u0103ng t\u1ea3i.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: brandsvietnam.com, wikipedia.org, appsflyer.com)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n An to\u00e0n th\u01b0\u01a1ng hi\u1ec7u (ti\u1ebfng Anh: Brand Safety) l\u00e0 m\u1ed9t lo\u1ea1t c\u00e1c bi\u1ec7n ph\u00e1p nh\u1eb1m b\u1ea3o v\u1ec7 h\u00ecnh \u1ea3nh v\u00e0 uy t\u00edn c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u1ecfi nh\u1eefng \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c ho\u1eb7c g\u00e2y t\u1ed5n h\u1ea1i v\u1ec1 n\u1ed9i dung b\u1ecb nghi v\u1ea5n ho\u1eb7c kh\u00f4ng ph\u00f9 h\u1ee3p khi qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35851"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=35851"}],"version-history":[{"count":3,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35851\/revisions"}],"predecessor-version":[{"id":68582,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35851\/revisions\/68582"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35851"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35851"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35851"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}