Brand safety is perhaps as important as attribution and performance, especially in the creator marketing industry.

At the request of a client, we evaluated the brand safety features of the top influencer marketing platforms in the hopes of integrating one into Props. Alas, we were supremely underwhelmed, so we built our own AI-based tool.

Now, all of our clients can rest easy knowing that their creators have and continue to uphold the proper level of integrity, decency, and good values.

The Props brand safety tool is called Ollie — named after our Chief Operating Officer, Oliver Blodgett, who developed the tool with our product team Neil Williams and Mohamed Salama. Among his many talents, Oliver is also known for his no-nonsense approach to our industry — which we felt was apt inspiration for our tool -- which roots out nonsense.

Here’s what Ollie does:

Supported by our trained AI models, Ollie looks back years into the creator’s social media profiles, alerting our team of any inappropriate posts that may have been posted by prospective Props creators. Ollie can look for certain types of posts, comments, or images that mention or visualize alcohol, inappropriate sexual behavior, hate speech, or anything else we tell it to find. Ollie automatically flags the posts for our team to review and decide what action to take.

Ollie also determines if creators have worked with other brands in the past. This is helpful in determining if prospective creators have potential conflicts with our clients’ competitors.

Once creators are on the Props platform, Ollie monitors their posts on a daily basis, seeking any text, images, or videos that we’ve told it to surface. Ollie’s AI is customized specifically for each Props client. Ollie’s definition of ‘inappropriate' is distinct for each client and it ranks posts based on their degree of risk—low, middle, or high.

From our point-of-view, Ollie is the most intuitive, customized and thorough brand safety tool in our industry.

You can fool some of the people some of the time, but you can’t fool Ollie.