As the digital landscape continues to evolve rapidly, brand safety is increasingly becoming an area of serious concern. In recent years, this issue has become especially acute as brands have, on occasion, found themselves associated with content that doesn’t align with their brand identity.
In a survey by Digiday, 60% of marketing professionals agreed that brand safety was a serious problem for their marketing efforts. Some major brands have even pulled all advertising from sites like YouTube. Meanwhile, the introduction of new regulations like Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are changing the rules of the game for advertisers. While the situation surrounding brand safety has improved somewhat, and companies now have access to more tools that can help them protect their brands, it’s crucial that you keep a close eye on your brand safety. Here’s what you need to know.