This is the first of a two-part series about brand safety features in 2020.
We’ve all been there: surfing the web when a terribly misplaced ad pops up on the web page. It could be an inappropriate placement next to an ironic news article or a truncated headline with an alternative meaning.
As the U.S. election nears, advertisers may be looking for additional ways to keep their ads away from videos, articles and websites that do not jive with their brand goals and company beliefs.
Today, we’re going to take a look at the ways that you can utilize channel features to keep your clients and client brands safe. I wrote about this same topic back in 2017, but a lot has changed since then and this is certainly worth updating.
What is “Brand Safety”, Anyways?
“Brand safety” is a term that has become more and more popular in recent years. Interactive Advertising Bureau defines brand safety in the following way:
“Brand safety refers to the strategy put into place to ensure that online advertisements or associations do not appear on websites or in videos and articles that may conflict with a brand’s image, mission, or goals (including online environments where media wastage – often related to viewability and fraudulent activity – is rife).”
The “dirty dozen” categories of digital advertising that are typically avoided by many advertisers are: military conflict, obscenity, drugs, tobacco, adult, arms, crime, death/injury,…