Brand safety and viewability remain concerns in Asia

Low Lai Chow

New research from Integral Ad Science concludes that viewability and brand safety are major concerns for advertisers across Asia.

Trust in the industry is fast diminishing, and stakeholders – from ad agencies to tech companies – must step up to the responsibility of addressing the needs of advertisers.

That was the view of Niall Hogan, South East Asia managing director at measurement and analytics firm Integral Ad Science (IAS), who spoke recently at the Asia Pacific Media Forum 2018 conference in Bali, Indonesia.

“I truly believe that if we actually look at this, if we focus on it, we can make a difference and we can win their confidence back,” he said.

Earlier this year, Unilever CMO Keith Weed...

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