“Brand safety” is a phrase few CMOs want to hear, but many had to grapple with this year as an unprecedentedly chaotic news cycle carried on month after month during a period of medical, civil and economic strife.
Midway through Q2, media plans across the globe were radically altered as the economic impact of the spread of the coronavirus took hold for reasons of economic uncertainty, and fear of appearing “tone deaf.”
Some brands wanted to avoid articles about Covid-19, but the tactic of keyword
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