4A's Advises Brands to Rethink Suitability Around News Content

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Advertisers may be missing out by avoiding news coverage, an issue the 4As is attempting to address.

Today, the 4A’s Advertisers Protection Bureau published a position paper, titled Cross-Industry Collaboration to Redefine Brand Suitability in Trusted News Environments: A Call to Action, to help navigate the nuances of brand safety and suitability in relation to news content and address shortcomings related to existing protocols, while suggesting short-term measures to address these issues.

Among the paper’s major findings is that most news is actually brand safe, although not necessarily brand suitable.



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