This article 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.
Brand safety is one of the top concerns for the advertising industry, but just how seriously the issue should be taken is reinforced by a new survey that found many consumers regard the placement of ads next to non-safe content as intentional.
Nick Morley, WARC Exclusive, October 2018
Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.
LONDON: Brand safety has been high on the agenda for marketers over recent years and Mars, the US confectionery and food group, deals with the issue by strictly enforcing its own marketing code of conduct.
GLOBAL: The combination of restrictions imposed by GDPR and advances in machine learning is encouraging brands to experiment with context as an alternative to audience-based targeting, a new WARC report says.
NEW YORK: Avoiding association with controversial online content is more important than ever for brands and advertisers, many of whom are voting with their feet by moving spend to premium publishers in a bid to secure brand safety.
NEW ORLEANS: CNN, the news provider, believes the concept of brand safety should be expanded in a way that more clearly demarcates trustworthy content sources from purveyors of fake and misleading material.
NEW YORK: The Digital Advertising Alliance (DAA) is attempting to throw some light on the murky world of online political advertising with the launch of a new initiative that includes guidance for political advertisers and a ...
GLOBAL: Some of the world’s biggest advertisers, including Procter & Gamble and Unilever, have joined forces with the World Federation of Advertisers (WFA) to design a new framework to help the industry improve digital advertising.
MIAMI BEACH: The Advertising Protection Bureau led by the 4A’s (American Association of Advertising Agencies) will help advertisers run campaigns in line with their “risk” preferences and provide mechanisms to enhance brand ...
NEW YORK: From user privacy to brand safety, digital platforms are increasingly in the spotlight, and cynics suggest that their lobbying efforts are at least as important as any preventive actions being taken.
This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.