Our CMO, Maria Pousa, talks about brand safety, the news cycle, and what advertisers can do to protect themselves with The Drum at Cannes.
2016 was an exciting year for digital measurement. Social networks and walled gardens opened up for third-party verification, and huge strides were made in bringing transparency to mobile in-app inventory. Digital advertisers are now well poised to measure the media quality of their campaigns no matter where they are buying, down to the impression level. But as we continue to improve our coverage of the open web and collect all this valuable data, marketers are already looking ahead. Yes, a viewable, fraud-free, and brand safe campaign should be the baseline of any marketing strategy, but what do we focus on next?
In our recent ‘Protect your brand’ webinar we received a lot of great questions about the different aspects of brand safety. In this blog post, we’re answering your questions specifically around fake news.
In this on-demand webinar, we explain how brand safety problems occur, how they can impact both direct and programmatic buys, and what can be done about them. We will reveal best practices so advertisers, publishers and technology companies can effectively tackle brand safety challenges.
With the steady increase in extremist content, fake news and brand advertising appearing next to unsavoury content, brand safety has now been thrust fully into the limelight. The immediacy of social media makes it far easier for people to spot and share “campaigns that have gone wrong”, which has resulted in brand safety being brought to the attention of the masses.
With fake news and extremist sites dominating the headlines, protecting your brand is more important than ever. We’re here to help protect your campaigns from unsafe environments in the planning stage, as well as during the campaign.