GroupM Brand Safety Guide 2019

Provides an overview of the GroupM Brand Safety practice, how and where it operates and some of the important trends and changes it has observed.
  • GroupM defines Brand Safety as any risk that an advertiser may face in the digital supply chain and there are three main categories of risk: financial, reputational and legal.
  • A quality impression equals one that is viewable, free of invalid traffic, in the required demographic and location and in a contextually safe and suitable environment.
  • Though it is not possible to ensure that every impression meets these exact specifications, GroupM's planning and implementation teams optimise their spend toward publishers who offer this type of quality (and away from those who do not).
  • GroupM has seen some spectacular results in viewability...

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