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HypeTap launches technology to help combat brand safety concerns

HypeTap launches technology to help combat brand safety concerns

Influencer platform Hypetap has revealed new tech promising to address brand safety on social and creative outlets.

The Melbourne-based agency incorporates machine learning and AI into its resources to match influencers with brands thay may appeal to them.

The company has now taken things a step further, adding a profanity audit product to filter controversial or foul launguage in an influencer's posts or content. 

Hypetap has also added a conflict assessement tool, which will show a history of the brands an influencer has worked with so companies can ensure they're not affiliated with a similar or competing name or product. 

Powerful tools

While influencer marketing is rapidly becoming one of the most effective strategies, it's still a largely unmoderated and chaotic space.

2017 saw it's fair share of brand safety problems, beginning with YouTube's numerous adpocalypse issues and peaking with Logan Paul's suicide forest controversy.

“This tool allows brands to de-risk their marketing mix through influencer marketing rather than less brand safe channels,” Hypetap co-founder Detch Singh said.

“To be taken seriously as a category, it's important that we are thinking more about how we can be more effective than other media not just other influencer marketing providers.”


Editor

Danielle Partis is editor of PocketGamer.biz and former editor of InfluencerUpdate.biz. She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.

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