Smart solutions
Powerful results

The reputation of The Irish Times is based, first and foremost, on reporting the news. We seek to produce high quality journalism that provides insight, context, explanation, clarity and a unique take on Ireland and on the world – with the highest standards of independence, accuracy, fairness and clarity. We aspire to being a trusted source of information across our print and digital products. 

Our aim is to reflect this experience with the clients we work with, ensuring that we have the measures and processes in place to promote your brand in a safe and engaging way to our readers.

For direct, programmatic guaranteed and private marketplace bookings:

Channel Targeting 

If requested, we can target away from certain channels which are more likely to have brand-sensitive content. For example, our News Channel can be omitted from campaigns. 

Contextual Targeting

We use Illuma, a third-party contextual tool that gives us more control and precision of the environments and content we target for advertising. The technology crawls and categorises content, improving our targeting capabilities so we target safe, appropriate, and brand-building inventory, as well as protecting advertisers that may have sensitivities towards certain types of content. 

There are built-in categories - some of which are outlined below - that we can apply if requested. We can also create a bespoke category for a particular campaign. Whether it is a topic/category or certain keywords, we can exclude specific campaigns from appearing next to that topic or keyword, depending on the advertiser’s requirements.

Safety Categories
Adult
Arms
Drugs
Fake news
Hate speech
Obscenity
Terrorism 

Article exclusions

In some cases where the content is of a sensitive nature, our editorial or operations team may remove specific advertising from this content if we believe it is in the best interest of the advertiser.

 
For open marketplace bookings:

 

The marketplace tools allow the buyers to exclude content or keywords that they do not want their ads to appear next to.

Social paid-for extension
With approval from the client, we have the ability to run paid-for promotions from our social platforms; Facebook, Twitter and LinkedIn. We adhere to all the brand safety guidelines laid out by the platforms in their respective ad-buying systems.

You can read more about them here:
Facebook
Twitter
LinkedIn

The Irish Times supports the Coalition for Better Ads, whose aim is to improve consumers’ experience with online advertising. 

Here is a link to our Digital Booking Terms & Conditions.