CNN seeks to redefine brand safety

Stephen Whiteside

CNN, the news network, believes the concept of “brand safety” needs to be redefined in order to protect good journalism and marketers alike.

Brand safety has rapidly emerged as a point of anxiety in the digital ecosystem, as many advertisers have found their messages appearing next to inappropriate content, extremist material, and fake news stories.

This initial distress has become even more acute as consumers have realized the power of pressurizing marketers to stop supporting media outlets and individual programs that embrace contentious positions on hot-button topics – from gun control to gender politics and immigration – and shoppers use boycottsto protest against corporations that seemingly favor ideological stances they disagree...

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