Brand Safety is any risk that an advertiser may face in the digital supply chain and there are three main categories of risk: financial, reputational, and legal.
In 2019 the conversation has stepped up from brand safety to public safety and related trust issues. These trust issues include supply chain transparency, consumer protection, brand suitability, risk tolerance and social responsibility.
Brand safety is increasingly observed in the context of social safety and responsibility. The internet hosts some awful content that is not only damaging to adjacent brands, but potentially to our society.
For a huge group like Unilever or Procter & Gamble, there would be different risk profiles for different brands in their portfolio. So you have to have to have this conversation brand by brand. And once we know where your brand falls, we develop a brand safety strategy around that.
We’re encouraging newspapers to do research to show the effectiveness of news so that we can take that out to clients and start moving money back into news.
We are launching a thing called ‘preferred marketplace’ in India wherein we will be dealing with partners and media that we know and have special business arrangements with.
If you block the word “dead,” for instance, you’re potentially missing content related to “The Walking Dead.” Blacklist the word “breast” and “chicken breast recipes” from food sites could be on the chopping block.
“We know we’re leaving some good inventory on the table, but the objectives of brand safety sometimes require you to leave a little meat on the bone that you’re not going to consume,”
Brand safety is also a major concern for advertisers. Brand safety doesn’t just hurt the bottom line, it can damage brand reputation. Advertisers and consumers are paying more attention to the content surrounding digital ads.
Brand safety is a set of guidelines established by the advertiser that defines the content against which they are not willing to place ads. This can include obvious categories to avoid, such as pornography or terrorism, but also categories that may not be considered suitable for the brand.
For brands to benefit from strong relationships with trusted partners, and to tap into the emerging tech developments, they also need to have solid foundations in place in the form of internal brand safety policies.
There should be a clear, and company-wide, understanding of what the brand deems appropriate or offensive. This means brand safety rules need to be re-examined periodically as content, context and meaning in the online space evolves.
In addition to blocking violence, nudity, profanity, and what everyone would generally deem as offensive media, brands are now interested in avoiding competitors, scandals, salacious headlines, and more.
Consumers are tired of inappropriate brand experiences and it’s changing the way they behave online.
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