Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investor Relations
Contact
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
  1. Home
  2. | Topics
  3. | Brand Safety & Suitability
  4. | Brand Suitability at the IAB UK Digital Trust Forum
February 13, 2020 by IAS Team

Brand Suitability at the IAB UK Digital Trust Forum

Brand Safety & Suitability
Share:
Brand Suitability at the IAB UK Digital Trust Forum

 

In January 2020 the IAB UK held their first ever Digital Trust Forum. The event aimed to bring the industry together to discuss trust and transparency in the world of digital advertising. The day was packed with insight, intellect and information from an array of wonderful speakers. The resounding message was for the industry to improve collaboration, increase transparency and take charge with brand suitability. 

I was fortunate enough to be asked to speak at the event, which was held at the iconic British Museum. The British Museum, located in central London, has hosted the famous Rosetta Stone since 1802 – that feels almost as long as we have been discussing the issue of trust in advertising, the very topic I chose to speak about.

Today’s issue.

The 2019 Edelman Trust Barometer research highlighted just how important a role trust plays in purchase decisions, with 81% of consumers saying trust is a deal breaker when choosing to buy from a brand – and yet a mere third actually trust the brands they buy and use. Technology has sadly played a role here, with brand safety concerns, such as appearing near inappropriate or irrelevant content, in particular contributing to consumer’s slow, but sure, growing lack of trust towards brands who appear online. 

The impact of mistrust?

The latest data our IAS’ Ripple Effect study found 68% of UK consumers hold brands accountable for content that appears next to ads, whilst a massive 70% would completely stop using a brand that appeared near low quality content. Brands have certainly listened to the concerns from consumers, inputting brand safety strategies, including keyword lists, to ensure their brands do not appear near harmful content. However, some brands have been overzealous with their keyword blocking strategies and have not kept them to date. The result? Brands miss opportunities and waste impressions, whilst publishers miss out on monetized inventory.

Resolving this crisis.

Brand suitability can be the hero, here. Instead of taking a binary approach to brand safety, a contextually driven, brand suitability approach means brands appear in contextually relevant places and can positively target content, as opposed to taking a solely combative approach. The IAB UK recently launched their Content Verification Guide, which IAS contributed to, outlining how brand suitability represents a new gold standard of advertising. We encourage the whole industry to read this and adapt your brand safety approach accordingly. 

And so, to conclude, whilst it may seem as if we have been talking about brand safety for a while, it is an important conversation and one that will not go away. Our 2020 Industry Pulse report found that 55% of people are choosing brand safety and suitability as one of their tactics for minimising media quality concerns. To improve the industry’s approach to brand safety, we must lead with brand suitability. Safety will always remain at the core of protection strategies, but suitability combines protection WITH customisation. Safety is what’s best for everyone, whereas suitable is what’s best for you.

For more info on brand suitability, please visit:

  • How do you find brand suitable spaces?
  • Brand safety is best for everyone. Brand suitability is best for you.
  • Minimising brand risk on a global scale
  • Shifting gears from Brand Safety to Brand Suitability

 

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Introducing IAS pre-bid brand safety on TikTok
Introducing IAS pre-bid brand safety on…
Learn more ›

January 18, 2023 by IAS Teams

Navigating the ongoing European energy crisis
Learn more ›

November 22, 2022 by IAS Teams

Post-Bid Brand Safety & Suitability on TikTok
Post-Bid Brand Safety & Suitability on…
Learn more ›

October 17, 2022 by IAS Teams

IAS white red logo
Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

Audio

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2023 Integral Ad Science, Inc.

Accessibility_Icon Accessibility statement

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.