{"id":301039,"date":"2019-12-04T05:00:00","date_gmt":"2019-12-04T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/shifting-gears-from-brand-safety-to-brand-suitability\/"},"modified":"2023-07-27T09:52:29","modified_gmt":"2023-07-27T09:52:29","slug":"shifting-gears-from-brand-safety-to-brand-suitability","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/shifting-gears-from-brand-safety-to-brand-suitability\/","title":{"rendered":"Shifting gears from Brand Safety to Brand Suitability"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Earlier this year, we released\u00a0<a href=\"\/uk\/insider\/halo-effect-study\/\">The Halo Effect<\/a>, a revolutionary biometric study exploring how consumers perceive ads when they are run in high-quality versus low-quality content environments. To dive deeper into the results, we conducted a follow-up survey with consumers across six different markets. <a href=\"\/uk\/insider\/ripple-effect-study\/\">The Ripple Effect<\/a> answers the question we were still curious about:\u00a0how consumer perception of a brand changes when its advertisements appear in different quality environments.<\/p>\n<p>Download the full Ripple Effect report below for all of the brand safety insights we gathered.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"\/wp-content\/uploads\/2019\/12\/The_Ripple_Effect_UK.svg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-107468\" src=\"\/wp-content\/uploads\/2019\/12\/The_Ripple_Effect_UK.svg\" alt=\"\" \/><\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Earlier this year, we released\u00a0The Halo Effect, a revolutionary biometric study exploring how consumers perceive ads when they are run in high-quality versus low-quality content environments. To dive deeper into the results, we conducted a follow-up survey with consumers across&#8230;<\/p>\n","protected":false},"author":1,"featured_media":296705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,272,288,294],"tags":[],"class_list":["post-301039","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-research-uk","category-resources-uk","category-topics-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Shifting gears from Brand Safety to Brand Suitability - 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\/insider\/shifting-gears-from-brand-safety-to-brand-suitability\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shifting gears from Brand Safety to Brand Suitability\" \/>\n<meta property=\"og:description\" content=\"Earlier this year, we released\u00a0The Halo Effect, a revolutionary biometric study exploring how consumers perceive ads when they are run in high-quality versus low-quality content environments. To dive deeper into the results, we conducted a follow-up survey with consumers across...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/shifting-gears-from-brand-safety-to-brand-suitability\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-04T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T09:52:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Insider-tile-760x760_RIPPLE1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/shifting-gears-from-brand-safety-to-brand-suitability\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/shifting-gears-from-brand-safety-to-brand-suitability\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Shifting gears from Brand Safety to Brand Suitability\",\"datePublished\":\"2019-12-04T05:00:00+00:00\",\"dateModified\":\"2023-07-27T09:52:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/shifting-gears-from-brand-safety-to-brand-suitability\/\"},\"wordCount\":95,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/shifting-gears-from-brand-safety-to-brand-suitability\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Insider-tile-760x760_RIPPLE1-1.jpg\",\"articleSection\":[\"Brand Safety &amp; 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