‘Brand safety’ is the burning topic of 2017 – from Cannes to boardrooms around the world. Google have responded with a 4-step policy to fight ‘terrorism’ online – a major contributing factor for a brand being seen in inappropriate environment. It includes –
Facebook has also reportedly put in place an ‘automated way to prevent and/or remove ads next to controversial content’.
While these developments are encouraging, it should be complimented with measures from advertisers’ side as well. Programmatic buying got quite a rap during these discussions. The technology’s strengths – scale and efficiency – offered little protection for brands.
Brand safety concerns reported to have caused a reduction in programmatic buying and an increase in native advertising. But moving away from programmatic is not the answer and many experts have put forward ways to improve brand safety in programmatic buying. As a media planner, below are some of the steps that can better ensure the clients’ brands are protected
The above steps are in the right direction even though it can’t 100% guarantee safety. But with everyone being more aware of this issue and with concerted efforts from planners, publishers and platforms – there will be far less incidents of brands in uncomplimentary environment