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 potential 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.
Advertisers now have a new way to screen social media stars.
The ad buying giant OMD has partnered with the social influencer tech startup Influential to develop I-Score, a measuring system designed to help marketers sift through the vast pool of digital creators.
The idea is to help marketers figure out what digital talent they should partner up with, and which might not be a fit. I-Score is meant to serve as a digital equivalent to the Q Score, long used to gauge the likeability and popularity of Hollywood stars.
Tech: An ad agency is trying to ‘standardize the wild west of social media’ after a year of brand safety blow ups
