Advanced Metrics are Critical for Ad-Supported Premium Content: Mobians Jonah Goodhart Beet.TV [Video]

AMENIA, N.Y. – Digital advertising has financed the broad availability of free stuff for consumers, whether it’s educational videos on YouTube or Web-based software for creators or encrypted messaging. Unfortunately, the vibrancy of this digital environment is threatened because of outdated methods to determine whether content is brand-safe.

“The problem is the technology that was built back then is still being used today,” Jonah Goodhart, co-founder of Mobian, said in this interview at the Beet Retreat Berkshires with Beet.TV contributor Rob Williams. “That technology, by and large, is de-funding news, and broader than news, credible content.”

A lack of transparency has given rise to what are known as made-for-advertising websites that focus on generating traffic from social media and search engines with a mix of clickbait headlines and content of varying quality.

“When you don’t have proper contextual controls in place, what happens is, you’re told, ‘just buy generic content, buy entertainment, …