Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Caitlin Rush, global head of brand safety strategy at Twitter, discusses the speed at which brand safety has progressed due to new considerations from the past year. Below, in her own words, she lays out how advertisers can keep pace with this trajectory.
Brand safety is not new. Marketers have been thoughtful about the context where their brands appear long before words like “quarantine,” “disinformation” and “unprecedented” were part of our daily vocabulary.