Brand safety has evolved significantly since it was thrust into the spotlight in 2017 after a spate of bad ad spots scared major brands and advertisers. In response, many companies created their own brand safety blacklists to serve as an umbrella insurance policy against negative brand associations.
However, the technology which is used to block bad brand associations has become increasingly sophisticated and nuanced, so much so that the premise behind brand-safety blacklists will become obsolete.
The common problem with Programmatic Advertising is that it’s often a black box where trust and transparency issues get in the way of data-driven decision making. A lack of consistent metrics, widespread ad fraud, and visibility into third parties are just a few of the concerns plaguing the programmatic sector. For instance, to improve brand safety, it’s essential to have an established methodology for capturing data and ensuring its quality and accessibility
Only 17% of total programmatic spending will go through open exchanges by 2021 because of concerns about audience verification and brand safety, boosting growth for private marketplaces (PMPs) and programmatic direct ad spending, per eMarketer.
The great thing about brand suitability is that it gives the control back to the brands. Take YouTube for an example. YouTube focuses on solutions for brand safety, but the brand is responsible for making sure that the content-targeting approach is brand-suitable. There are different ways a brand can do this, but as with any advertising campaign, a brand should first determine the approach to its target audience and develop a strategy.
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