Beyond Brand Safety & Suitability: Looking to the Future of Context
It’s undeniable that brand safety and suitability are essential to any marketing strategy. Avoiding risky content such as misinformation is critical to protecting a brand’s reputation, but finding ideal content environments for your unique brand identity makes a lasting impact with consumers. With consumer attention divided across environments — from social to audio — and the inevitable deprecation of cookies, will contextual targeting power the future of advertising?
IAS and a panel of experts discussed the trends that will shape 2022 and explored the ways advertisers can benefit from going beyond brand safety and suitability with contextual targeting.
- Angie Eng: Vice President of Measurement & Attribution, IAB
- Chance Johnson: Chief Revenue Officer, IAS
- John Marshall: Head of Global Media Investment and Innovation, HP