Is your brand protected? Assessing brand safety risks in digital campaigns

Ross W. Johnson, Clay Voorhees, and Farnoosh Khodakarami

Brand safety refers to the strategies that brands undertake to avoid their advertisements being associated with negative content on the Internet.
Johnson et al

Management Slant

  • More than 80 percent of advertising professionals agree that brand safety is a major concern for their organizations.
  • Advertising professionals are willing to pay a 50 percent price premium for programmatic platforms...

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