How COVID-19 exposed limits in brand safety – and showed sentiment and context matter

Jo Bowman

Marketers may need to expand ideas of brand safety by looking beyond keyword-based approaches to better understand the context and sentiment of the content their ads are placed alongside.

The arrival of COVID-19 disrupted numerous aspects of the marketing process, including traditional strategies for maintaining brand safety online.

Chance Johnson, chief revenue officer at ad-tech firm Integral Ad Science (IAS), noted that at the beginning...

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