Is whitelisting the best way to improve brand safety?
Advertisers are taking a more proactive stance on where their ads appear as they seek to improve online brand safety.
YouTube’s continued woes – it allowed advertising from the Tories, Labour and the Liberal Democrats to appear next to extremist content in the run-up to the general election – has only added to the momentum that has been building since The Times’ investigation in February and March.
Victoria Chappell – Marketing director, EMEA, Integral Ad Science, ‘No, Using a whitelist in isolation is not the best way to address brand-safety challenges. Using a combination of blacklists, whitelists, keywords and page-level analysis is the best and most flexible solution for each brand’s unique parameters.’
Read the full article on Campaign.
