Brand safety: A playbook for marketers

GroupM

Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks to specific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
  • Viewable ads that make quality impressions are ones that are seen by real humans within the target audience, served in a safe, suitable and fraud-free environment.
  • But, as consumers continue to evolve in how they consume content, there is an opportunity to push the envelope to create an even safer online world.
  • Traditionally, brand safety risk was limited to digital, programmatic and social but now, with established media digitising and reinventing themselves, opportunities to improve brand safety practices are appearing across new avenues....

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