This post represents our takeaways from this article.
‘Brand Safety in the UK: Willing to Risk it?’ was commissioned by marketing and media consultancy Ebiquity in partnership with zulu5, focussing exclusively on the world’s third-largest programmatic market.
2/3 of the Top100 advertisers exposed in Q1 2019.
Report (link above) found “Close to two-thirds of Britain’s top 100 advertisers have been exposed to potentially brand unsafeenvironments in the first quarter of 2019 alone.
This report from Ebiquity and Zulu5 recommends:
Take active steps to tackle brand safety and ad fraud. – Ebiquity
“Angus Mclean, director digital, Ebiquity, said: “Our report demonstrates that brand safety is a complex issue that remains highly relevant for many brands, and there isn’t necessarily one standard applicable to all advertisers. Despite continued risks to brands, we believe advertisers can take active steps to tackle brand safety and ad fraud.””
Define what constitutes appropriate and inappropriate content – Ebiquity
“To minimise risks Ebiquity recommends advertisers first define what constitutes appropriate and inappropriate content before implementing their own brand safety standards while actively monitoring and managing campaigns.”
We could not agree more!
As we wrote previously:
Solution: Fix Brand Safety with AI-operated WhiteListing.
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