Brand Safety Violations: Consumers question brand’s motives.

Wonder what a brand safety violation means for your customers or prospects? This article from Marketing Dive explains:

Consumers believe brands intentionally place ads next to unsafe content, study says

Why? Because…

People believe advertisers picked where their ads will be placed.

“When people see online ads, they assume the advertiser picked that location intentionally. But that’s typically not the case. Even though organizations rarely select where web ads appear, ads paired with what your members may consider inappropriate content can have a nasty impact on your association’s brand, according to Daniel Avital, chief strategy officer at security and brand-safety firm CHEQ.” says this article on AssociationsNow

“75% of companies report being exposed to brand safety issues, but only 26% have taken some kind of action, and 15% haven’t adjusted their strategies at all.” – MarketingDive

“Seventy-five percent of companies report being exposed to brand safety issues, but only 26% have taken some kind of action, and 15% haven’t adjusted their strategies at all, according to research by GumGum and Custom. Another study by Sizmek found that four in 10 brands report delivering ads on unsafe websites, but 64% find it tough to implement an effective brand safety strategy, and 64% think achieving brand safety can negatively impact how quickly a campaign optimizes.”

“Whitelisting, which only allows ads to be placed in approved environments, may in fact be the best brand safety insurance.” – AdWeek

But, as Marketing Dive adds: “A simple solution is for associations to blacklist certain websites, so ads can’t appear on them, and then to whitelist sites they consider safe. While this is better than an approach that takes no precautions, Avital says new sites can always crop up that aren’t on the blacklist. And whitelisting severely limits the sites that ads can appear on, meaning organizations may not be reaching the people they would like to.”

The solution: Whitelisting from TrustedOut’s AI-Profiled Media database. Safe, large, unbiased, universal, up-to-date:

Related post:

Media profiles are key to Business Intelligence and Advertising. [updated]

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Freddy Mini

CEO & Co-founder