{"id":302431,"date":"2017-03-20T04:00:00","date_gmt":"2017-03-20T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/ad-safety-boils-uk-will-brands-next-act\/"},"modified":"2024-10-25T12:59:13","modified_gmt":"2024-10-25T12:59:13","slug":"ad-safety-boils-uk-will-brands-next-act","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/","title":{"rendered":"Ad Safety Boils Over in the UK. Will Brands Be Next to Act?"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">By Cliff Annicelli, eMarketer.<\/span><\/span><\/span><\/span><\/p>\n<p class=\"leadPara\">Simmering dissatisfaction with the ability of major ad platforms to prevent advertising from appearing alongside controversial content has reached a boil in the UK. In the past week The Guardian became the latest domestic news organisation to <a href=\"https:\/\/www.theguardian.com\/media\/2017\/mar\/16\/guardian-pulls-ads-google-placed-extremist-material\" target=\"_blank\" rel=\"noopener noreferrer\">pull advertising from the likes of Google and YouTube<\/a> over the issue, and the UK\u2019s government <a href=\"https:\/\/www.theguardian.com\/technology\/2017\/mar\/17\/google-ministers-quiz-placement-ads-extremist-content-youtube\" target=\"_blank\" rel=\"noopener noreferrer\">has begun doing the same<\/a>. Will consumer brands be next?<\/p>\n<p class=\"leadPara\">The issue of brand safety became front page news in the UK last month when an investigation by The Times of London highlighted the extent to which digital advertisers from the UK were \u201cunwittingly funding extremists,\u201d thanks to ads appearing alongside controversial content\u2014possibly as an unintended consequence of programmatic ad serving methods.<\/p>\n<p>So far, news-related brands have been the most active\u2014or at least the most vocal\u2014when it comes to making digital ad platforms feel the depths of their displeasure by way of pared back investment. Brands from other sectors have been largely quiet on the subject, but recent studies have shown the issue of brand safety hasn\u2019t been especially pressing among UK digital advertisers collectively.<\/p>\n<p>As recently as December 2016, a survey of 120 UK digital advertising professionals by <a href=\"https:\/\/integralads.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Integral Ad Science<\/a> found 24% of respondents considered brand safety the most important aspect of media quality\u2014a notable number, but behind viewability and ad fraud.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"chart chart1 alignnone\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/223964.gif\" alt=\"Most Important Aspect of Media Quality According to UK Digital Advertising Professionals, Dec 2016 (% of respondents)\" width=\"324\" height=\"264\" \/><\/p>\n<p>That response rate was considerably greater than the 3.9% of UK digital video ad buyers surveyed in September 2016 by <a href=\"http:\/\/www.collective.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Collective<\/a> that said brand safety was their biggest barrier to spending more on digital video ads.<\/p>\n<p>Read the full article on eMarketer\u00a0<a href=\"http:\/\/The%20Interactive%20Advertising%20Bureau%20(IAB)%20said%20Friday%20the%20Tech%20Lab%20will%20take%20responsibility%20for%20governance%20of%20the%20Mobile%20Verification%20Open-Source%20Software%20Development%20Kit%20(SDK)%20initiative,%20formerly%20managed%20by%20Integral%20Ad%20Science%20(IAS).%20The%20goal%20is%20to%20&quot;simplify%20mobile%20viewability%20measurement%20for%20app%20publishers%20and%20establish%20better%20user%20experience%20for%20consumers,&quot;%20the%20IAB%20said.%20This%20marks%20the%20first%20acquisition%20for%20the%20new%20IAB%20Tech%20Lab%20Tool%20Repository,%20which%20will%20host%20tech%20tools%20that%20benefit%20the%20industry.%20The%20Mobile%20Verification%20Open-Source%20SDK%20was%20introduced%20late%20last%20year.%20It%20allows%20app%20publishers%20to%20measure%20their%20mobile%20inventory%20without%20integrating%20multiple%20SDKs%20from%20various%20partners.%20&quot;The%20open-source%20solution%20will%20also%20improve%20user%20experience%20by%20reducing%20the%20load%20time%20necessary%20to%20run%20verifications%20against%20numerous%20SDKs,&quot;%20Alanna%20Gombert,%20SVP,%20technology%20and%20ad%20operations,%20IAB,%20and%20GM,%20IAB%20Tech%20Lab,%20wrote%20in%20a%20blog%20post.%20The%20IAB%20Tech%20Lab%20will%20work%20with%20IAS,%20alongside%20representatives%20of%20Ansible,%20Conversant,%20Google,%20InMobi,%20Lenovo,%20M%C3%A9diam%C3%A9trie,%20Moat,%20MoPub,%20OpenX%20and%20The%20Trade%20Desk,%20as%20well%20as%20the%204As%20and%20the%20Media%20Rating%20Council.%20Other%20member%20companies%20are%20welcome%20to%20take%20part%20in%20the%20initiative%20by%20joining%20the%20IAB%20Tech%20Lab%20Coalition%20for%20Open%20Measurement,%20Gombert%20added.%20The%20IAB%20Tech%20Lab%20expects%20to%20release%20the%20initial%20version%20of%20the%20SDK%20in%20the%20first%20half%20of%202017.\/\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A survey of 120 UK digital advertising professionals by Integral Ad Science found 24% of respondents considered brand safety the most important aspect of media quality\u2014a notable number, but behind viewability and ad fraud.<\/p>\n","protected":false},"author":1,"featured_media":302432,"menu_order":0,"template":"","portfolio-types":[77,79],"class_list":["post-302431","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-types-news","portfolio-types-press-coverage"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ad Safety Boils Over in the UK. Will Brands Be Next to Act? - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad Safety Boils Over in the UK. Will Brands Be Next to Act?\" \/>\n<meta property=\"og:description\" content=\"A survey of 120 UK digital advertising professionals by Integral Ad Science found 24% of respondents considered brand safety the most important aspect of media quality\u2014a notable number, but behind viewability and ad fraud.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-25T12:59:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/223964.gif\" \/>\n\t<meta property=\"og:image:width\" content=\"324\" \/>\n\t<meta property=\"og:image:height\" content=\"264\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/gif\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/ad-safety-boils-uk-will-brands-next-act\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/ad-safety-boils-uk-will-brands-next-act\\\/\",\"name\":\"Ad Safety Boils Over in the UK. Will Brands Be Next to Act? - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/ad-safety-boils-uk-will-brands-next-act\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/ad-safety-boils-uk-will-brands-next-act\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/07\\\/223964.gif\",\"datePublished\":\"2017-03-20T04:00:00+00:00\",\"dateModified\":\"2024-10-25T12:59:13+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/ad-safety-boils-uk-will-brands-next-act\\\/#breadcrumb\"},\"inLanguage\":\"en-gb\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/ad-safety-boils-uk-will-brands-next-act\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/ad-safety-boils-uk-will-brands-next-act\\\/#primaryimage\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/07\\\/223964.gif\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/07\\\/223964.gif\",\"width\":324,\"height\":264},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/ad-safety-boils-uk-will-brands-next-act\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/uk\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ad Safety Boils Over in the UK. Will Brands Be Next to Act?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/integralads.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-gb\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/integralads\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Ad Safety Boils Over in the UK. Will Brands Be Next to Act? - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/","og_locale":"en_US","og_type":"article","og_title":"Ad Safety Boils Over in the UK. Will Brands Be Next to Act?","og_description":"A survey of 120 UK digital advertising professionals by Integral Ad Science found 24% of respondents considered brand safety the most important aspect of media quality\u2014a notable number, but behind viewability and ad fraud.","og_url":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/","og_site_name":"Integral Ad Science","article_modified_time":"2024-10-25T12:59:13+00:00","og_image":[{"width":324,"height":264,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/223964.gif","type":"image\/gif"}],"twitter_card":"summary_large_image","twitter_site":"@integralads","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/","url":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/","name":"Ad Safety Boils Over in the UK. Will Brands Be Next to Act? - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/223964.gif","datePublished":"2017-03-20T04:00:00+00:00","dateModified":"2024-10-25T12:59:13+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/#breadcrumb"},"inLanguage":"en-gb","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/"]}]},{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/223964.gif","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/223964.gif","width":324,"height":264},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/uk\/news\/ad-safety-boils-uk-will-brands-next-act\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/uk\/"},{"@type":"ListItem","position":2,"name":"Ad Safety Boils Over in the UK. Will Brands Be Next to Act?"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-gb"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/portfolio\/302431","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/portfolio\/302431\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media\/302432"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media?parent=302431"}],"wp:term":[{"taxonomy":"portfolio-types","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/portfolio-types?post=302431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}