Risky business: Exploring brand safety on YouTube

Details findings from a recent study and research into YouTube's history with brand safety issues and why ensuring brand safety is such a challenge on the platform.
  • A recent independent study analysed 425 videos produced by the top YouTube channels for their level of brand safety, finding that the videos that had lower brand safety scores experienced far less engagement than those which were brand-suitable.
  • The lack of transparency into YouTube's most desirable inventory, coupled with the relative creative autonomy of top channels and influencers, contributes to an uncertain content environment for advertisers.
  • The top YouTube influencers adhere to varying degrees of brand safety or suitability, with 67% of videos containing or displaying unsafe language and 61% containing negative sentiment.
  • While edgy content may...

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