OpenSlate

OpenSlate, founded in the late 2010s, emerged as a content rating provider specializing in brand safety for digital platforms, particularly YouTube and later TikTok.

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Provides brand safety and content rating tools for advertisers on digital platforms like YouTube and TikTok.

OpenSlate, founded in the late 2010s, emerged as a content rating provider specializing in brand safety for digital platforms, particularly YouTube and later TikTok. The company gained traction by addressing advertiser concerns about ad placements next to objectionable content, a problem that escalated during YouTube's brand safety crises in 2017. OpenSlate's early partnership with GroupM in 2017 positioned it as a third-party verifier for YouTube ads, offering scores for content quality and brand safety.

By 2020, it expanded to TikTok, providing similar verification tools as the platform grew to over 100 million U.S. monthly active users. OpenSlate's solutions are designed to give advertisers transparency and control over where their ads appear, leveraging data analytics to assess content suitability. The company operates in a competitive space alongside firms like DoubleVerify, which acquired it in 2021, though OpenSlate continues to function as a distinct brand. Its financial trajectory reflects the broader demand for brand safety tools, with revenue growth tied to the expansion of digital advertising and the increasing complexity of content moderation across platforms.

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Who buys this

  • Large media buying agencies
  • Brand advertisers concerned about ad placement
  • Platforms seeking third-party verification
  • Entertainment and consumer goods companies

Publicly disclosed clients

  • GroupM
  • TikTok

Strengths and what to watch

Strengths

  • Early mover in YouTube brand safety solutions, with established credibility.
  • Partnerships with major platforms like TikTok enhance its market position.
  • Provides granular content ratings, offering advertisers precise control over placements.

Watch for

  • Dependence on a few large platforms (YouTube, TikTok) for revenue.
  • Competition from integrated solutions like those offered by DoubleVerify post-acquisition.
  • Potential challenges in scaling content rating systems as platforms evolve rapidly.

Key Information

Founded
2012
Headquarters
New York, New York

Frequently Asked Questions

What does OpenSlate do?

OpenSlate provides brand safety and content rating tools for advertisers on digital platforms like YouTube and TikTok. It helps ensure ads appear next to suitable content, addressing concerns about inappropriate placements and offering transparency and control for advertisers.

How did OpenSlate start?

OpenSlate was founded in the late 2010s, focusing on brand safety for YouTube ads. It gained prominence during YouTube's 2017 brand safety crisis by partnering with GroupM to offer third-party verification and content quality scores for advertisers.

What platforms does OpenSlate work with?

OpenSlate primarily works with YouTube and TikTok. It began with YouTube in 2017 and expanded to TikTok in 2020, providing brand safety and content rating tools as TikTok grew to over 100 million U.S. monthly active users.

Who are OpenSlate's main clients?

OpenSlate serves large media buying agencies, brand advertisers, and platforms seeking third-party verification. Notable clients include GroupM and TikTok, reflecting its focus on ensuring safe and suitable ad placements across major digital platforms.

What are OpenSlate's strengths?

OpenSlate's strengths include its early mover advantage in YouTube brand safety, partnerships with major platforms like TikTok, and granular content ratings that give advertisers precise control over ad placements. These factors enhance its credibility and market position.

What challenges does OpenSlate face?

OpenSlate faces challenges like dependence on YouTube and TikTok for revenue, competition from integrated solutions post-acquisition by DoubleVerify, and scaling content rating systems as platforms evolve rapidly. These factors impact its growth and adaptability in a competitive market.

Sources

  1. www.businessinsider.com — Partnership with GroupM in 2017 to provide brand safety tools for YouTube ads
  2. www.prnewswire.com — Partnership with TikTok in 2020 to offer brand safety solutions
  3. doubleverify.com — Context on DoubleVerify's acquisition and OpenSlate's market position
  4. www.sec.gov — Financial and operational context post-acquisition