The Areas Where Brand Safety Measures Fall Short

Hiring someone to confront these shortcomings can help

Blue background; A facebook profile is circled; connected to a barcode, search engine, security camera, and a finger print
We're learning more that a digital world now requires brand safety measures. Getty Images

One look at YouTube’s latest brand safety scandal and it becomes clear that marketers still face hard decisions when it comes to avoiding the brand-busting landmines littering the advertising landscape. With social, mobile and video ad spend approaching $100 billion and 90% of mobile video ads alone being transacted programmatically, the rapidly expanding digital ad world is a hazard for anyone without a safety plan in place.

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Ben Plomion is chief growth officer of computer vision and digital innovation firm GumGum.