{"id":302472,"date":"2018-03-01T05:00:00","date_gmt":"2018-03-01T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/brand-safety-goes-beyond-advertising-industry-taking-seriously\/"},"modified":"2025-01-30T11:52:30","modified_gmt":"2025-01-30T11:52:30","slug":"brand-safety-goes-beyond-advertising-industry-taking-seriously","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/uk\/news\/brand-safety-goes-beyond-advertising-industry-taking-seriously\/","title":{"rendered":"Brand safety goes beyond advertising: is the industry taking it seriously?"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Leaders from brands, agencies and publishers pushed the brand-safety debate forward at a Campaign-GumGum hosted breakfast&#8230;<\/span><\/span><\/span><\/span><\/p>\n<p>&#8220;Ensure a good customer experience on an individual level. Protect reputation of the bank on a macro level. Get fair return for our investment. These are our three broad objectives \u2013\u00a0backed by strategies \u2013 to ensure we\u2019re delivering the safest experience we can in a world that\u2019s less safe in digital,&#8221; said Lou Paskalis, senior vice president, enterprise executive at Bank of America.<\/p>\n<p>The brand safety issue is a major industry concern. The topic underpinned a lively discussion during Mobile World Congress in Barcelona \u2013 with Computer Vision company GumGum and Campaign hosting. Marketers, agencies and publishers discussed how the industry can come together to tackle advertising\u2019s growing threat.<\/p>\n<p><strong>\u2018Brand safety\u2019 is different for everyone<\/strong><\/p>\n<p>There\u2019s no one-size-fits all description of brand safety according to the varied responses from speakers \u2013\u00a0so is there a one-size-fits solution?<\/p>\n<p>James Londal, chief data officer at Hearts &amp; Science believes brand safety stems from a larger quality problem: &#8220;We want our adverts to appear in the best place. We need to have greater control over where ads appear, regardless of the platform. We need to have a certain standard of quality on the content. Platforms need to ensure the quality level is maintained.&#8221;<\/p>\n<p>But appropriateness is a key word that Merkle\u2019s SVP agency of \u00a0solutions, Tom Byrne, used: &#8220;There are some things that aren\u2019t appropriate in any situation \u2013 that shouldn\u2019t be there. What distinguishes brand safety from performance advertising is about relevance within circumstance.<\/p>\n<p>It\u2019s about people\u2019s individual feelings and how they feel, which makes it harder to quantify.&#8221;<\/p>\n<p>Rafe Blandford, mobile strategy director at DigitasLBI, added: \u00a0&#8220;It\u2019s about protecting brand equity. And it\u2019s about protecting relationship with your customer. Brand safety goes beyond advertising.&#8221;<\/p>\n<p><strong>Is brand safety taken seriously?\u00a0\u2028<\/strong><\/p>\n<p>Brand safety has been a hot talking point in the last two years with global CMOs such as Marc Pritchard and Keith Weed championing a better, more transparent, safer digital ecosystem \u2013\u00a0but not all brands are focussing on it. Laricea Roman-Halliday, head of digital at The Specialist Works said: &#8220;There are some clients who are very concerned about brand safety but some who are ready to compromise to get more reach and volume.&#8221;<\/p>\n<p>&#8220;We\u2019re trying to be transparent and educate. But the lack of minimum standard makes it incredibly hard. We should be on a mission to push those standards. And we should refuse to work with publishers who refuse to work to those minimum standards.&#8221;<\/p>\n<p>Ben Phillips, global head of mobile at MediaCom, added that if advertisers have got a more traditional reach-and-frequency mentality, brand safety isn\u2019t such a priority: \u00a0&#8220;We\u2019ve had a rough year with ad \u00a0fraud, blocking and bots \u2013\u00a0we\u2019re all looking for standards that we can all work to.&#8221;<\/p>\n<p>But some marketers \u2013\u00a0including Paskalis \u2013\u00a0are hugely invested in brand safety. Paskalis works closely with publishers and vendors, measuring and rating their performance and taking investment back from the poorest performers. Paskalis explained: &#8220;It is a weapon for me to go back to publishers and say, if you want my business \u2013 we\u2019re going to deduct based on performance metrics.&#8221;<\/p>\n<p>Read the full article in Campaign\u00a0<a href=\"https:\/\/www.campaignlive.co.uk\/article\/industry-taking-brand-safety-seriously\/1458235\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leaders from brands, agencies and publishers pushed the brand-safety debate forward at a Campaign-GumGum hosted breakfast&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[77,79],"class_list":["post-302472","portfolio","type-portfolio","status-publish","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>UK | Brand safety goes beyond advertising: 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