The company said this new protection would mean advertisers can fine-tune their brand safety applications based on risk tolerance and avoid unwanted negative associations.

Rachel Gantz, general manager, activation solutions, Comscore said: “The sheer volume of content regarding the coronavirus outbreak has marketers looking for sophisticated and specific solutions to avoid exposing their brands to unwanted negative content. We are working closely with our clients to maintain brand-safe audience engagement and this tool will hopefully give marketers one less thing to worry about.”

This release is the latest addition to Comscore’s Activation suite, which is designed to help advertisers reach specific demographics and behavioural, TV and OTT audiences in brand-safe, relevant contexts across desktop, mobile and CTV platforms.