What's the State of Brand Safety in 2018?

Marketers and publishers strive to make digital media safe for advertising

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At the Cannes Lions Festival of Creativity in June, Unilever CMO Keith Weed, a leader in the ad industry’s attempts to tackle a fragmented and opaque ad environment, gave brands a warning: lose trust and risk it all.

“Trust is everything for a brand,” Weed said. A brand without trust, he added, is simply a product.

It’s been another tough year for brand safety. Whether it’s on YouTube or Facebook, within a mobile app, or even alongside a piece of news content, brands must determine how to protect against appearing next to objectionable content when advertising on digital media.

DoubleVerify president and CEO Wayne Gattinella said that the problem is becoming harder to address as video content, mobile advertising and social media have complicated a once-simplistic digital advertising ecosystem.



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This story first appeared in the July 23, 2018, issue of Adweek magazine. Click here to subscribe.