The trend for buying cheap digital media, while overlooking the context within which online ads are placed, has put the issue of brand safety firmly on marketers’ agenda. Keeping their brands safe online is a major challenge for modern-day marketers, especially on less regulated platforms like social media and UGC video sites and through programmatic channels. Brand safety tools are not a ‘magic bullet’ and can inadvertently fund inappropriate rather than quality content. Embracing the growing movement towards conscious media investment can help brands effectively address brand safety and its wider implications.
Definition
Brand safety deals with issues around...