While brand safety risk is on the rise globally, it is actually decreasing in the UK as its advertising industry takes proactive measures to counter it, according to a report by measurement and analytics specialist Integral Ad Science (IAS). The findings suggest that while advertisers are right to be concerned about brand safety, it is possible for them to mitigate the risks.

Globally, brand risk grew across desktop video advertising, rising from 8.9 percent in H2 2016 to 10.7 percent in H1 2017. Risk on mobile video advertising was higher still, at 14.6 percent according to the report. But where advertisers have been sufficiently aware of the risks and taken steps to avoid it, they had found a measure of success.

Read the full article on Video Ad News here.