As Ad Dollars Flow into CTV, Brand Safety Considerations Follow

Zefr and Iris.TV are partnering to bring a more nuanced approach to blocking or allowing streaming content

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More nuanced brand safety tools are coming to connected television, a growing medium facing challenges of transparency and ad fraud.

Brands have become increasingly concerned about advertising next to what they consider unsafe online content, a concern that has been highlighted repeatedly in 2020 as the treatment of items on the news-cycle has grown ever more controversial.

In particular, media buyers’ concerns have centered on UGC forums, with advertisers pulling out of Facebook and YouTube over objectionable content like hate speech and pedophilia.

However, more reputable news sources have also suffered as marketers blocked automated media buys next to content related to coronavirus or protests.



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