HP, the tech manufacturer, is thinking about content suitability, contextual relevance and brand safety as it seeks to find the right locations in which to place its ads.

Why it matters

Decisions about where brands should advertise must move beyond the binary “safe” versus “unsafe” discussion and be made in real time, often based on complex, tech-led assessments of whether an environment is suitable for both the brand and the moment.

Takeaways

• HP found in a study that 80% of consumers have a positive or negative reaction to ads depending on the environment they appear in.
• John Marshall, HP’s head...