How Captiv8 Ensures Brand Safety with an Ethical and Transparent AI Model
In the ever-evolving landscape of influencer marketing, one priority that has always remained consistent is the paramount importance of ensuring brand safety. At Captiv8, we understand that brand safety isn’t a one-size-fits-all concept—it can mean different things to different stakeholders. That’s why we are dedicated to providing a robust, transparent, and ethical brand safety tool that aligns with standardized practices and upholds our core values.
Captiv8 recently announced the launch of our revolutionary media safety feature to elevate brand protection in the influencer marketing space. Integrated with Captiv8’s Content Safety Suite and Brand Safety Scoring, our Media Safety tool simplifies risk management and empowers brands to make informed decisions in influencer partnerships.
What Does Our Brand Safety Tool Do?
Brand safety involves assessing and mitigating risks associated with content and creators. Captiv8’s advanced AI model evaluates both content safety and media mentions to determine potential risks. By adhering to the 11 sensitive topic categories standardized by the Interactive Advertising Bureau (IAB), our tool offers a comprehensive view of brand safety.
Captiv8’s AI brand safety model looks at each creator’s posted content (content safety) and media mentions (media safety) and evaluates those to determine the level of risk associated with the creator with respect to them being associated with the 11 IAB risk categories. We aim to maximize the transparency of our tool to minimize bias and inaccuracy by surfacing creator scores directly to themselves with a dispute option, as well as provide brands with the opportunity to provide feedback on scores as well.
Upholding Ethical Standards: Captiv8’s Commitment to Transparency, Fairness, and Improvement
Transparency
The most important way to ensure accuracy and reduce bias is to provide transparency into the AI model. We publish our safety criteria (11 IAB categories) and our default “weighting” of each category based on standards. Our customers also have transparent sensitivity and weighting controls over each category, which enables them to fully understand the factors that control and contribute to their creator scores.
We also ensure that creators have visibility on the scores assigned to them at no cost. We want creators to fully understand their ratings, know what these scores mean, and have the ability to challenge any ratings they believe are inaccurate.
On the brand and agency side, we ensure that the scores we give creators are backed up with specific evidence that our AI has identified as contributing to perceived risk. We make it clear that our AI is not judging the “guilt” of the creator, but rather the “exposure risk” of that creator based on patterns that the AI has found and the 11 IAB categories.
Fairness
We built our model on an open-source foundation, using publicly available data to ensure transparency and fairness. This open governance approach helps mitigate bias by enabling a diverse community to review and suggest improvements.
Additionally, we actively gather and analyze feedback from creators and brands to detect and address any emerging biases.
We strictly adhere to the published consensus standards for the definition of “safety” as defined by the IAB.
Continuous Improvement
We continuously improve our model based on ongoing research, community findings, creator engagement, and customer feedback.
Human Oversight
Ultimately, human judgment plays a critical role in ensuring brand safety. We have established escalation and review processes that allow both creators and brands to challenge AI ratings. We have established escalation and review processes that allow both creators and brands to challenge AI ratings. Our team oversees and moderates these disputes to maintain the highest level of rigor and accuracy in our evaluations.
Protecting Brands; Protecting Creators
Our human-centered approach to AI is focused on ensuring that we protect both brands AND creators. The goal is to ultimately offer a balanced and objective evaluation of risk as determined by publicly available information set against standardized consensus dimensions. Brands can use the information derived from AI models to better understand the risk level of creators; creators can understand how they may or may not pose a risk and proactively protect themselves by engaging with the tool.
We believe that it is paramount to take a principled and ethical approach when using AI, and to do everything possible to temper the power of AI with a humanistic lens.
Take the Next Step Towards Enhanced Brand Safety
In today’s fast-paced influencer marketing landscape, having a reliable tool to manage brand safety is essential. Captiv8’s advanced brand safety features simplify risk management and give you the confidence to navigate influencer partnerships effectively. Explore how Captiv8’s advanced brand safety features simplify risk management, giving you the confidence to navigate influencer partnerships effectively. Contact us today to learn more and see how our solutions can support your brand’s needs.
