What we know about brand safety

Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

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.


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Insights Team
Bray Leino

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